ANALISIS EFEKTIVITAS CONTENT MARKETING THE ORIGINOTE PADA INSTAGRAM

PUTRI MELYANA, . (2025) ANALISIS EFEKTIVITAS CONTENT MARKETING THE ORIGINOTE PADA INSTAGRAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

PUTRI MELYANA. Analisis Efektivitas Content Marketing The originote Pada Instagram: Program Studi Pemasran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta 2025. Penelitian ini bertujuan untuk mengetahui efektivitas content marketing marketing The Originote Pada Instagram. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah followers The Originote, berusia 16-24 tahun, berdomisili di wilayah DKI Jakarta. Teknik pengambilan sampel penelitian ini menggunakan purposive sampling sebanyak 150 responden yang diperoleh dari penyebaran kuesioner kepada responden secara online melalui Google Form. Teknik analisis penelitian ini yaitu menggunakan software SPSS (Stastical Program for Social Sciene). Hasil penelitian menunjukkan bahwa lima dimensi dalam content marketing, yaitu Reader Cognition, Sharing Motivation, Persuasion, Decision Making, dan Life Factors, berkontribusi dalam membentuk efektivitas strategi content marketing The Originote di Instagram. Kata Kunci: Content Marketing, Reader Cognition, Sharing Motivation, Persuasion, Decision Making, dan Life Factors ***** This study aims to determine the effectiveness of The Originote's content marketing on Instagram. The research uses a quantitative approach measured using a Likert scale. The population in this study consists of The Originote's Instagram followers aged 16–24 years and residing in the DKI Jakarta area. The sampling technique used is purposive sampling, with a total of 150 respondents obtained through the online distribution of questionnaires via Google Form. Data analysis was carried out using SPSS (Statistical Program for the Social Sciences). The results of the study show that five dimensions of content marketing Reader Cognition, Sharing Motivation, Persuasion, Decision Making, and Life Factors contribute to the effectiveness of The Originote’s content marketing strategy on Instagram. Keywords: Content Marketing, Reader Cognition, Sharing Motivation, Persuasion, Decision Making, Life Factors

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, MM. ; 2). Dewi Agustin Pratama Sari, SE., MSM.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Putri Melyana .
Date Deposited:	11 Aug 2025 02:22
Last Modified:	11 Aug 2025 02:22
URI:	http://repository.unj.ac.id/id/eprint/58880

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