Pengaruh Penggunaan Daya Tarik Pesan terhadap Customer Engagement Followers pada Caption Akun Instagram Netflix Indonesia
Abstract
Peluang pasar yang besar pada perusahaan streaming services terjadi di Indonesia saat COVID 19. Media sosial Instagram digunakan oleh perusahaan streaming services sebagai kegiatan komunikasi pemasaran merek maupun melakukan interaksi dengan khalayak. Penelitian ini berfokus pada pengaruh daya tarik pesan pada media sosial Instagram terhadap customer engagement. Objek penelitian ini adalah penerapan daya tarik pesan pada caption di media sosial Instagram Netflix Indonesia (@netflixid). Penulis membagi variabel independen dan dependen menjadi Daya Tarik Pesan (x) terhadap Customer Engagement (y). Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh daya tarik pesan pada caption akun Instagram @netflixid terhadap customer engagement dengan followers di media sosial. Penelitian ini menggunakan metode kuantitatif deskriptif. Teknik pengambilan sampel adalah non-probability sampling dengan jenis purposive sampling terhadap 100 responden yang merupakan followers aktif Instagram Netflix Indonesia, penyebaran kuesioner dilakukan melalui Google Form dan disebarkan melalui media sosial penulis. Teknik analisis data yang digunakan adalah uji regresi linear sederhana, uji hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan pengaruh penggunaan daya tarik pesan pada caption akun @netflixid di Instagram terhadap customer engagement dengan followers sebesar 51.7%, khususnya penggunaan daya tarik campuran pada caption, sedangkan sisa sebesar 48.3% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
A. Shimp, T. and J. C. (2018). Advertising, Promotion, and other aspects of Integrated Marketing Communications. Cengage Learning. All Rights Reserved. In Integrated Marketing communications (Tenth Edit). Boston: Cengage Learning.
Arohma, K. (2016). Pengaruh Pesan dalam Media Sosial Twitter terhadap Brand Awareness (Studi PT. Citilink Indonesia menggunakan Elaboration Likelihood Model). http://repository.ub.ac.id/id/eprint/122438/.
AVIA. (2022). Indonesia in View. AVIA. https://avia.org/all_events/indonesia-in-view-6-october-2022/.
Belch, G., & Belch, M. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill
Belch, G. E., & Belch, M. A. (2003). Advertising and Packaging, An integrated Marking Communications Perspective. New York: McGraw-Hill.
Caroline, E. (2021). Pengaruh Content Marketing Instagram Netflix Indonesia Terhadap Customer Engagement. Universitas Multimedia Nusantara.
CNN Indonesia. (2019). 63 Persen Orang Di RI Nonton Film Bajakan, Terbanyak Indoxxi. CNN Indonesia. https://www.cnnindonesia.com/teknologi/20191220142552-185-458689/63-persen-orang-di-ri-nonton-film-bajakan-terbanyak-indoxxi.
Creswell, W. J., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative adn Mixed Methods Approaches. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Datareportal.com. (2022). DIGITAL 2022: INDONESIA. In Datareportal. https://datareportal.com/reports/digital-2022-indonesia.
Faurizal, U. (2020). Message Appeals dan Engagement Pada Unggahan Media Sosial Brand (Analisis Isi Kuantitatif Deskriptif Message Appeals dan Engagement pada Unggahan Tweet di Akun Twitter Grab Indonesia Periode 1 Januari - 30 Juni 2019). August. https://www.researchgate.net/publication/343391494/.
Fowler, F. J. (2014). Survey Research Methods (5th edition). Boston: Sage Publications, Inc.
Ginawati, R., & Fithrah, D. S. (2019). Strategi Komunikasi Pemasaran Florash Melalui Media Sosial Instagram (Studi Deskriptif Kualitatif Pada Akun Instagram @Florash). 6(5), 55.
Indriati, L. (2016). Pembentukan Brand Engagament Pada Pelanggan Telkomsel dan Indosat Melalui Media Sosial Facebook, Twitter, dan Instagram. Universitas Airlangga.
Jogiyanto. (2011). Konsep dan Aplikasi Structural Equation Modeling Berbasis Varian dalam Penelitian Bisinis. UPP STIM YKPN.
Keeling, K., McGoldrick, P., & Beatty, S. (2010). Avatars as salespeople: Communication style, trust, and intentions. Journal of Business Research, 63(8), 793–800. https://doi.org/10.1016/j.jbusres.2008.12.015.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management : Building, Measuring, and Managing Brand Equity fifth edition. Hoboken: Pearson Education Limited.
Kotler, P., & Lee, N. (2020). Social Marketing Behavior Change for Social Good (Sixth Edit). U.S: SAGE Publications.
Kusumasondjaja, S. (2018). The roles of message appeals and orientation on social media brand communication effectiveness. Asia Pacific Journal of Marketing and Logistics, 30(4), 1135–1158. https://doi.org/10.1108/APJML-10-2017-0267.
Long Yi, L. (2011). The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446–8457. https://doi.org/10.5897/ajbm11.925.
Muri, A. Y. (2014). Metode Penelitian: Metode Penelitian Kuantitatif, Kualitatif, dan Penelitian Gabungan. In Kencana (Vol. 4, Issue 3). https://doi.org/978-602-1186-01.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. Edinburgh: Pearson Education Limited.
Paine, K. D. (2011). Measure What Matters : Online Tools for Understanding Customers, Social Media, Engagement and Key Relationships. New Jersey: John Wiley & Sons, Inc. (1st ed.).
Putri, A. N. (2021). Pengaruh Daya Tarik Pesan terhadap Customer Engagement pada Akun TikTok @studiosanjunipero.pdf.
Rahma, N. A. (2019). Penerapan humor appeal marketing sebagai strategi ucstomer brand engagement pada akun instagram Netflix Indonesia terhadap pengguna aplikasi video on demand Netflix [Universitas Indonesia]. http://www.lib.ui.ac.id/detail.jsp?id=20498834#
Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2020). What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram. Journal of Interactive Marketing, 49, 20–53. https://doi.org/10.1016/j.intmar.2019.06.003.
Silalahi, U. (2019). Metodologi Analisis Data Dan Interpretasi Hasil Untuk Penelitian Sosial Kuantitatif. Bandung: Refika Editama.
Solis, B. (2010). Engage : The Complete Guide For Brands and Businesses to. (Vol. 53, Issue 9). New Jersey: John Wiley & Sons.
Sproutsocial. (2019). Instagram Comment. https://sproutsocial.com/glossary/instagram-comment/.
Sproutsocial. (2021). How Different Generations Use Social Media and What this Means for Your Business. Sproutsocial.Com. https://sproutsocial.com/insights/guides/social-media-use-by-generation/.
Statista. (2021a). Most popular subscription video on demand (SvoD) services in Indonesia as of May 2021, by age group. Statista. stics/1260246/indonesia-leading-subscription-video-on-demand-ser.
Statista. (2021b). Video-on-Demand (Indonesia Region). Statista. https://www.statista.com/outlook/dmo/digital-media/video-on-demand/indonesia.
Stelzner, M. A. (2021). 2012 SOCIAL MEDIA MARKETING Letter from the author …. May. https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2021/.
Sugiyono. (2013). Metode penelitian Kuantitatif, Kualitatif, R&D. In Alfabeta, cv.
Sujarweni, V. W. (2018). Statistik untuk Bisnis & Ekonomi (Mona (ed.)). Yogyakarta: Pustaka Baru Press.
Venema, J. (2019). How Netflix voices their brand in different languages - An analysis of Netflix’ brand identity and branding strategy on Instagram in India and the Netherlands [Erasmus University Rotterdam]. hdl.handle.net/2105/49719
Wagner, T. F., Baccarella, C. V., & Voigt, K. I. (2017). Framing social media communication: Investigating the effects of brand post appeals on user interaction. European Management Journal, 35(5), 606–616. https://doi.org/10.1016/j.emj.2017.05.002
Wu, P. C. s., & Wang, Y. C. (2011). The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448–472. https://doi.org/10.1108/13555851111165020
DOI: https://doi.org/10.21107/ilkom.v16i2.15714
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Muthia Azzahra Nurman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Komunikasi by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
