HARIMURTI, TIRTA (2025) PEMANFAATAN MEDIA SOSIAL SEBAGAI MEDIA PROMOSI PADA FILM KKN DI DESA PENARI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the digital promotion strategies conducted through social media to support the success of the film KKN di Desa Penari. Social media promotion serves as the main approach due to its effectiveness in reaching a wider audience in real-time. The research background is based on significant shifts in film promotion patterns from conventional methods to digital approaches, particularly through social media platforms such as Instagram, Twitter (X), and YouTube. The focus of this research is to understand the role of social media in building audience anticipation and influencing their decision to watch the film in theaters. This study employs a qualitative method with a descriptive approach. Data were collected through in-depth interviews with key informants, including Karan Mahtani (CoProducer), Mahran Haydar (Co-Creative), and Reno Hastukrisnapati Widarto (Marketing Manager), as well as digital content analysis related to the film’s promotional campaigns. The analysis process used source and time triangulation to ensure data validity. This method allowed for an in-depth exploration of the effectiveness of social media strategies in influencing audience engagement. The findings reveal that social media significantly contributes to audience engagement through interactive content such as teasers, trailers, challenges, and Q&A sessions. The use of data-driven strategies and personalized elements, such as live streaming with the film’s cast, successfully enhanced the emotional connection between the audience and the film. Additionally, the use of viral hashtags and user reviews created a snowball effect, expanding the promotional reach exponentially. These findings emphasize the importance of consistency and creativity in developing digital promotion strategies. The study concludes that interactive, data-driven, and consistent digital promotion strategies have a significant impact on the success of films in the digital era. This research provides insights for the Indonesian film industry, particularly in designing more effective and relevant promotional campaigns through social media. The researcher hopes that the findings can serve as a reference for marketing communication practitioners and creative industry players in addressing digital marketing challenges in the future. Keywords: Film KKN Desa Penari, Digital Promotion, Social Media, Audience Engagement, Film Industry. Penelitian ini bertujuan untuk menganalisis strategi promosi digital yang dilakukan melalui media sosial dalam mendukung kesuksesan film KKN di Desa Penari. Promosi melalui media sosial menjadi pendekatan utama karena efektivitasnya dalam menjangkau audiens yang lebih luas secara real-time. Latar belakang penelitian ini didasarkan pada perubahan signifikan dalam pola promosi film dari metode konvensional ke metode digital, khususnya melalui platform media sosial seperti Instagram, Twitter (X), dan YouTube. Fokus penelitian diarahkan untuk memahami peran media sosial dalam membangun antusiasme penonton dan memengaruhi keputusan mereka untuk menonton film di bioskop. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui wawancara mendalam dengan narasumber utama, yaitu Karan Mahtani (CoProducer), Mahran Haydar (Co-Creative), dan Reno Hastukrisnapati Widarto (Marketing Manager), serta analisis konten digital yang terkait dengan kampanye promosi film ini. Proses analisis dilakukan melalui triangulasi sumber dan waktu untuk memastikan validitas data. Metode penelitian ini memungkinkan eksplorasi yang lebih mendalam mengenai efektivitas strategi media sosial dalam memengaruhi keterlibatan audiens. Hasil penelitian menunjukkan bahwa media sosial berperan signifikan dalam menciptakan keterlibatan audiens melalui konten interaktif seperti teaser, trailer, tantangan (challenges), dan sesi Q&A. Penggunaan strategi berbasis data dan elemen personalisasi, seperti live streaming dengan para pemain film, berhasil meningkatkan hubungan emosional audiens terhadap film. Selain itu, penggunaan hashtag viral dan ulasan pengguna menciptakan efek bola salju yang memperluas jangkauan promosi secara eksponensial. Temuan ini menggarisbawahi pentingnya konsistensi dan kreativitas dalam menyusun strategi promosi digital. Kesimpulan penelitian ini menekankan bahwa strategi promosi digital yang interaktif, berbasis data, dan konsisten memiliki dampak signifikan terhadap kesuksesan film di era digital. Penelitian ini memberikan kontribusi bagi industri perfilman Indonesia, terutama dalam merancang kampanye promosi yang lebih efektif dan relevan melalui media sosial. Peneliti berharap hasil penelitian ini dapat menjadi acuan bagi praktisi komunikasi pemasaran serta penggiat industri kreatif dalam menghadapi tantangan pemasaran digital di masa mendatang. Kata kunci : Film KKN Desa Penari, Promosi Digital, Media Sosial, Keterlibatan Audiens, Industri Perfilman
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