ANALISIS EFEKTIVITAS CONTENT MARKETING INSTAGRAM FUTSAL SERIES DENGAN PENDEKATAN AISAS (STUDI KASUS PADA @futsalseries)

NAILA MIDIANTI DWI CAHYANI, . (2025) ANALISIS EFEKTIVITAS CONTENT MARKETING INSTAGRAM FUTSAL SERIES DENGAN PENDEKATAN AISAS (STUDI KASUS PADA @futsalseries). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (964kB)
	Text BAB 1.pdf Download (1MB)
	Text BAB 2.pdf Restricted to Registered users only Download (456kB)
	Text BAB 3.pdf Restricted to Registered users only Download (570kB)
	Text BAB 4.pdf Restricted to Registered users only Download (547kB)
	Text BAB 5.pdf Restricted to Registered users only Download (349kB)
	Text DAFTAR PUSTAKA.pdf Download (321kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB)

Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas content marketing Instagram Futsal Series dengan pendekatan AISAS pada Generasi Z di Jabodetabek. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah pengikut aktif Instagram @futsalseries, peserta event Futsal Series atau pernah mendaftar event Futsal Series, berada di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi, Gen Z usia 15-28 tahun. 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 (Statistical Package for the Social Sciences). Hasil penelitian ini menunjukkan bahwa penggunaan content marketing pada akun Instagram Futsal Series dengan pendekatan AISAS Series terbukti sangat efektif. Kata Kunci : Efektivitas, Content Marketing, AISAS, Instagram, dan Gen Z ***** This study aims to determine the effectiveness of Instagram content marketing for the Futsal Series using the AISAS approach among Generation Z in the Jakarta metropolitan area. A quantitative research method was employed, measured using a Likert scale. The population used consists of active followers of the Instagram account @futsalseries, participants of the Futsal Series events or those who have registered for the Futsal Series events, residing in the Jakarta, Bogor, Depok, Tangerang, and Bekasi areas, and Gen Z individuals aged 15–28 years. The research sampling technique employed purposive sampling with 150 respondents obtained through the distribution of an online questionnaire via Google Forms. The research analysis technique used SPSS (Statistical Package for the Social Sciences) software. The results of this study indicate that the use of content marketing on the Futsal Series Instagram account with the AISAS Series approach has proven to be highly effective. Keywords: Effectiveness, Content Marketing, AISAS, Instagram, and Gen Z

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, M.M. ; 2). Adnan Kasofi, S.Pd., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Naila Midianti Dwi Cahyani .
Date Deposited:	13 Aug 2025 07:22
Last Modified:	13 Aug 2025 07:22
URI:	http://repository.unj.ac.id/id/eprint/60115

Actions (login required)

View Item