Pengaruh Promosi Akun Media Sosial CGV terhadap Minat Menonton Followers di Instagram

Abstract

The world of cinema has become one of the largest communication industries. One way to maintain the existence of such communication is by implementing marketing and promotional communications through the internet and social media. The implementation of marketing and promotional communications is carried out in order to disseminate information, influence, persuade and remind the target message of the products and services offered. CGV Instagram account promotion is identified as one of the means in influencing followers' interest in watching. So that raises the hypothesis that there is an effect of CGV social media account promotion on followers' interest in watching. This study uses a quantitative descriptive approach with an explanatory survey method with a "proportional stratified sampling" sampling technique distributed to 100 respondents. The results of the correlation analysis between the content of promotional messages and followers' interest in watching, show that there is a positive and significant correlation between the variable X (Content of Promotional Messages) and variable Y (Interest in Watching) which is at the level of 0.698, located in the area between 0.60 - 0.799 which means there is a strong relationship and the direction of the relationship is positive. So that the better the promotional message, the more able to create the birth of interest in watching. In addition, the results of the analysis show that effective message delivery has a role in forming followers' interest in watching.

Abstrak

Dunia perfilman menjadi salah satu industri komunikasi terbesar. Salah satu cara mempertahankan eksistensi komunikasi tersebut adalah dengan pelaksanaan komunikasi pemasaran dan promosi melalui internet dan sosial media. Pelaksanaan komunikasi pemasaran dan promosi dilakukan guna mendistribusikan informasi, membujuk  dan mempengaruhi, serta mengingatkan informasi sasaran produk dan layanan yang ditawarkan. Promosi Akun Instagram CGV di identifikasi sebagai salah satu sarana dalam mempengaruhi minat menonton followers. Sehingga memunculkan hipotesis adanya pengaruh Promosi Akun media sosial CGV terhadap minat menonton followers. Penelitiannini menggunakan pendekatan deskriptif kuantitatif dengan metode survei yang bersifat eksplanatif dengan teknik pengambilan sampel “proporsional stratified sampling” yang disebarkan kepada 100 responden. Hasil analisa korelasi antara isi pesan promo si dengan minat menonton follower, hasil menunjukan bahwa ada hubungan antara variabeliXiyakni (Isi Pesan Promosi) denganivariabeliYiyakni (Minat Menonton) berada pada level 0,698, terletak pada wilayah di antara 0,60-0,799 yang artinya ada hubungannyangnkuatndan arah hubungan tersebut positif sehingga semakin baik pesan promosi, maka akan semakin mampu menciptakan lahirnya minat menonton. Selain itu, hasil analisa menunjukan bahwa penyampaian pesan yang efektif mempunyai dalam upaya pembentukan minat menonton follower.