Pengaruh Konten Meme Netflix Indonesia Terhadap Online Engagement Pada Followers Akun Instagram @Netflixid. (The Influence of Indonesian Netflix Meme Content on Online Engagement on Followers of The @Netflixid Instagram Account).

Wijaya, Chandra (2022) Pengaruh Konten Meme Netflix Indonesia Terhadap Online Engagement Pada Followers Akun Instagram @Netflixid. (The Influence of Indonesian Netflix Meme Content on Online Engagement on Followers of The @Netflixid Instagram Account). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Through the emergence of social media, many companies and organizations are using social media as a new channel to communicate with a broad audience, one of which is Netflix Indonesia, which builds communication relationships with its audience using content in the form of memes through the Instagram account @netflixid. This study aims to find out how the influence of the use of meme content as the application of communication activities to attract audience interaction in the form of likes, comments, and shares is defined as online engagement on Instagram social media. In studying this phenomenon, researchers use S-O-R (Stimulus Organism Response) theory which assumes that the stimulus (message) received by the organism (communicant) causes a response (effect) to appear which is interpreted as a change in behavior.. The researcher uses an explanatory quantitative method in which the data used as research material is questionnaire data from the research sample, namely Indonesian Instagram Netflix followers. The results of this study indicate that there is an influence exerted by meme content variables on online engagement variables at a strong level so the Null Hypothesis (H0) assumes that there is no influence exerted by meme content on online engagement on Indonesian Netflix Instagram Followers is rejected. and the Working Hypothesis (Ha), which states that there is an influence of meme content on online engagement on Instagram Netflix Indonesia followers is accepted. So the conclusion that can be drawn from this research is that there is a significant influence of meme content on the online engagement of Indonesian Netflix Instagram followers. Keywords: Meme content, Online engagement, Netflix

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