Magdalena, Elisabeth (2025) STRATEGI PEMASARAN MEDIA SOSIAL SCREENPLAY FILMS DALAM MENARIK MINAT MASYARAKAT. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis strategi promosi berbasis media sosial yang dilakukan oleh Screenplay Films dalam menarik perhatian audiens terhadap web series produksinya. Di tengah dominasi media digital, promosi tidak lagi hanya soal distribusi konten, melainkan bagaimana pesan kreatif dikemas agar mampu menciptakan kedekatan dengan audiens. Fokus penelitian diarahkan pada praktik promosi yang dilakukan melalui Instagram, TikTok, dan Twitter, dengan meninjau cara Screenplay Films membangun narasi, memanfaatkan tren, serta berkolaborasi dengan influencer. Penelitian menggunakan metode deskriptif kualitatif dengan paradigma konstruktivisme, melalui wawancara mendalam bersama tim pemasaran Screenplay Films, observasi partisipatif, serta analisis konten unggahan media sosial. Hasil penelitian menunjukkan bahwa promosi dengan pendekatan 4P, khususnya pada aspek produk dan promosi, menjadi kunci keterlibatan audiens. Screenplay Films menonjolkan kualitas cerita yang emosional, menyebarkannya melalui platform digital yang relevan, dan mengemas promosi secara interaktif lewat kampanye visual serta kolaborasi kreator. Strategi ini berhasil menciptakan interaksi dua arah, membangun buzz, dan mendorong partisipasi audiens dalam menyebarkan konten. Penelitian menyimpulkan bahwa promosi melalui media sosial mampu memperkuat brand awareness sekaligus memperluas jangkauan web series secara organik. Studi ini diharapkan dapat memberi kontribusi praktis bagi pelaku industri kreatif dalam merancang promosi digital yang adaptif dengan dinamika audiens di era media baru. This study aims to analyze the social media–based promotion strategies employed by Screenplay Films in capturing audience attention for its web series productions. In the current era of digital dominance, promotion is no longer limited to content distribution but also involves the creative packaging of messages that foster emotional closeness with audiences. The research focuses on promotional practices carried out through Instagram, TikTok, and Twitter, examining how Screenplay Films builds narratives, leverages trends, and collaborates with influencers. This research applies a descriptive qualitative method within the constructivist paradigm, utilizing in-depth interviews with the Screenplay Films marketing team, participatory observation, and content analysis of social media posts. The findings reveal that promotion based on the 4P approach particularly in terms of product and promotion plays a central role in driving audience engagement. Screenplay Films highlights emotionally resonant storytelling, distributes content through relevant digital platforms, and designs interactive promotional campaigns supported by visual elements and collaborations with creators. These strategies successfully foster two-way interactions, generate buzz, and encourage audience participation in content dissemination. The study concludes that social media promotion not only strengthens brand awareness but also expands the organic reach of web series productions. It is expected to provide practical contributions for creative industry players in designing digital promotion strategies that remain adaptive to the dynamics of contemporary audiences..
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44322120023 |
| Uncontrolled Keywords: | Strategi Pemasaran, Media Sosial, Web Series, 4P, Screenplay Films Marketing Strategy, Social Media, Web Series, 4P, Screenplay Films |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 11 Sep 2025 01:29 |
| Last Modified: | 11 Sep 2025 01:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97636 |
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