@phdthesis{universitasamikomyogyakarta31591,
          author = {Muhammad Rafli},
           month = {December},
          school = {Universitas AMIKOM Yogyakarta},
           title = {ANALISIS KONTEN MEDIA SOSIAL INSTAGRAM, TIKTOK, DAN 
YOUTUBE SEBAGAI MEDIA PROMOSI PADA FILM JUMBO},
            year = {2025},
             url = {https://eprints.amikom.ac.id/id/eprint/31591/},
        keywords = {analisis konten, media sosial, Film Jumbo, analysis content, social media, Jumbo film},
        abstract = {This study aims to analyze social media content on Instagram, TikTok, and
YouTube as promotional media for the film Jumbo. The research applies a
qualitative approach using content analysis method to examine message patterns,
creative strategies, promotional elements, and audience engagement across the
three platforms. Research data were collected from samples of official promotional
content distributed through Instagram, TikTok, and YouTube, assessed based on
visual representation, narrative message, use of talent or influencers, interaction
metrics, and digital persuasion techniques. The findings indicate that each platform
plays a distinctive role: Instagram emphasizes cinematic visuals and formal
promotional information, TikTok prioritizes short, emotional, and relatable content
to drive engagement, while YouTube provides in-depth exposure through trailers
and longer clips to build audience awareness and interest. Collectively, these
platforms create an integrated promotional ecosystem that enhances movie
recognition and stimulates viewing intention.}
}