SAFITRI, SABRINA BELA (2026) PENGARUH MARKETING PUBLIC RELATIONS TERHADAP MINAT MENONTON FILM PETAKA GUNUNG GEDE (Survei pada Mahasiswa Public Relations Universitas Mercu Buana 2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Marketing Public Relations (MPR) on the interest in watching the film "Petaka Gunung Gede" among Public Relations students at Mercu Buana University, class of 2023. The phenomenon of digital media development has transformed the film promotion landscape, where horror content from the @PrasodjoMuhammad YouTube channel transitioned into a feature film marketed through storytelling strategies and third-party credibility. Utilizing the S-O-R (Stimulus-Organism-Response) theory, this research positions MPR as the stimulus that influences the organism (students) to produce a response in the form of interest in watching. The research method employed is quantitative, involving the distribution of questionnaires to 97 respondents selected through simple random sampling. Data analysis results indicate a positive and significant influence of MPR on interest in watching, as evidenced by the regression equation Y = 14.815 + 0.482X. A correlation value of 0.739 indicates a strong relationship between the two variables. Furthermore, the coefficient of determination test results show that MPR contributes 54.7% to the variation in interest in watching, while the remainder is influenced by other factors outside this study. Statistically, the t-value of 10.702, which is greater than the t-table value of 1.985, confirms that the null hypothesis is rejected and the alternative hypothesis is accepted. This study concludes that MPR strategies relying on digital publicity, media relations, and authentic narratives are effective in building credibility and triggering audience interest. The recommendation of this research is for film marketing practitioners to continue strengthening the use of storytelling content on digital platforms to create emotional proximity with student audiences. Keyword: Marketing Public Relations, Viewing Interest, S-O-R Theory, AIDA model, Film Petaka Gunung Gede. Penelitian ini bertujuan untuk menganalisis pengaruh Marketing Public Relations (MPR) terhadap minat menonton film "Petaka Gunung Gede" pada mahasiswa Public Relations Universitas Mercu Buana angkatan 2023. Fenomena perkembangan media digital telah mengubah lanskap promosi film, di mana konten horor dari kanal YouTube @PrasodjoMuhammad bertransformasi menjadi karya layar lebar yang dipasarkan melalui strategi storytelling dan kredibilitas pihak ketiga. Dengan menggunakan teori S-O-R (Stimulus-Organism-Response), penelitian ini memposisikan MPR sebagai stimulus yang memengaruhi organisme (mahasiswa) hingga menghasilkan respon berupa minat menonton. Metode penelitian yang digunakan adalah kuantitatif dengan menyebarkan kuesioner kepada 97 responden yang dipilih melalui teknik simple random sampling. Hasil analisis data menunjukkan adanya pengaruh positif dan signifikan antara MPR terhadap minat menonton, yang dibuktikan melalui persamaan regresi Y = 14,815 + 0,482X. Nilai korelasi sebesar 0,739 mengindikasikan adanya hubungan yang kuat di antara kedua variabel tersebut. Lebih lanjut, hasil uji koefisien determinasi menunjukkan bahwa MPR berkontribusi sebesar 54,7% terhadap variasi minat menonton, sementara sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Secara statistik, nilai t-hitung sebesar 10,702 yang lebih besar dari t-tabel 1,985 menegaskan bahwa hipotesis nol ditolak dan hipotesis alternatif diterima. Penelitian ini menyimpulkan bahwa strategi MPR yang mengandalkan publisitas digital, relasi media, dan narasi yang autentik efektif dalam membangun kredibilitas dan memicu ketertarikan audiens. Rekomendasi penelitian ini adalah agar praktisi pemasaran film terus memperkuat pemanfaatan konten storytelling di platform digital untuk menciptakan kedekatan emosional dengan audiens mahasiswa. Kata Kunci: Marketing Public Relations, Minat Menonton, Teori S-O-R, Model AIDA, Film Petaka Gunung Gede.
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