PENGARUH CONTENT MARKETING TERHADAP BRAND IMAGE MELALUI CUSTOMER ENGAGEMENT (Studi Kasus Instagram @Netflixid)

NURAZIZAH, AMELIA (2025) PENGARUH CONTENT MARKETING TERHADAP BRAND IMAGE MELALUI CUSTOMER ENGAGEMENT (Studi Kasus Instagram @Netflixid). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perkembangan teknologi dan pesatnya penggunaan media sosial telah mendorong perubahan signifikan dalam strategi pemasaran, di mana platform seperti Instagram menjadi medium utama dalam membangun keterlibatan pelanggan (customer engagement) dan citra merek (brand image). Netflix Indonesia, melalui akun Instagram @netflixid, aktif memanfaatkan strategi content marketing untuk menarik perhatian, membangun komunikasi dua arah, serta menciptakan asosiasi merek yang kuat di benak audiens. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap brand image secara langsung maupun tidak langsung melalui customer engagement sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei online kepada 100 responden yang merupakan pengikut aktif Instagram @netflixid dan pernah berinteraksi dengan konten yang dipublikasikan. Data dianalisis menggunakan teknik Structural Equation Modeling (SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap customer engagement dan brand image. Selain itu, customer engagement juga terbukti secara signifikan memediasi hubungan antara content marketing dan brand image. Temuan ini memperkuat teori Elaboration Likelihood Model (ELM), di mana proses persuasi pada audiens dapat terjadi melalui jalur sentral maupun periferal. Konten yang edukatif dan relevan mendorong elaborasi tinggi melalui central route, sedangkan konten yang bersifat hiburan dan visual menarik bekerja melalui peripheral route untuk membentuk persepsi positif terhadap merek. Implikasi praktis dari penelitian ini adalah pentingnya bagi brand seperti Netflix untuk terus mengembangkan strategi content marketing yang relevan, interaktif, dan konsisten agar mampu meningkatkan keterlibatan pengguna serta memperkuat citra merek. Penelitian ini juga memberikan kontribusi teoritis dengan mengintegrasikan teori ELM dalam konteks pemasaran digital, serta memberikan bukti empiris terkait peran mediasi customer engagement dalam model komunikasi pemasaran modern.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Content Marketing, Customer Engagement, Brand Image, Instagram, Netflix, Elaboration Likelihood Model (ELM)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Magister Ilmu Komunikasi
Depositing User:	Unnamed user with email zainulfarid@icloud.com
Date Deposited:	14 Sep 2001 17:20
Last Modified:	14 Sep 2001 17:20
URI:	http://repository.untag-sby.ac.id/id/eprint/41651

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