Rafli, Muhammad (2025) ANALISIS KONTEN MEDIA SOSIAL INSTAGRAM, TIKTOK, DAN YOUTUBE SEBAGAI MEDIA PROMOSI PADA FILM JUMBO. S1 - Sarjana thesis, Universitas AMIKOM Yogyakarta.
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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.
| Item Type: | Thesis (S1 - Sarjana) | ||
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| Uncontrolled Keywords: | analisis konten, media sosial, Film Jumbo, analysis content, social media, Jumbo film | ||
| Subjects: | 300 – Ilmu Sosial > 300 Ilmu sosial > 302.2 Ilmu Komunikasi | ||
| Divisions: | Fakultas Ekonomi & Sosial > Ilmu Komunikasi | ||
| Depositing User: | RC Universitas AMIKOM Yogyakarta | ||
| Date Deposited: | 23 Feb 2026 02:13 | ||
| Last Modified: | 23 Feb 2026 02:31 | ||
| URI: | http://eprints.amikom.ac.id/id/eprint/31591 |
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