ANALISIS KAITAN ENGAGEMENT RATE DENGAN PENERAPAN HUMOR MARKETING PADA FEEDS INSTAGRAM FADIL JAIDI MENGGUNAKAN METODOLOGI CONTENT ANALYSIS

Ayuningtyas, Dhea Regi (2024) ANALISIS KAITAN ENGAGEMENT RATE DENGAN PENERAPAN HUMOR MARKETING PADA FEEDS INSTAGRAM FADIL JAIDI MENGGUNAKAN METODOLOGI CONTENT ANALYSIS. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

In today's digital era, advertising has undergone a significant transformation thanks to the rapid development of social media. Instagram, as one of the most popular platforms in Indonesia, uses like and comment as a measuring tool to assess the engagement rate of a content. Endorsement by celebrities, especially those known for their distinctive characteristics such as humor marketing, has proven to be one of the effective marketing strategies. This study aims to explore the relationship between engagement rate and humor marketing using content analysis methodology and sequential exploratory model. This study analyzed in detail 104 Instagram posts by @fadiljaidi containing elements of humor marketing, which were posted between January 24, 2022 to June 6, 2024, and used the non-parametric Kruskal�Wallis test for data analysis. The results showed that although the type of humor marketing did not have a significant impact on the number of like, humor marketing had a significant impact on the number of comment. These findings provide important insights that can be used as references for Fadil Jaidi and for similar studies in the future, and offer valuable guidance for marketers who want to utilize humor in their endorsement strategies.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Engagement_Rate, Humor_Marketing, Content_Analysis, Sequential_Exploratory.
Subjects:	Marketing > Branding (Marketing) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Dhea Regi Ayuningtyas
Date Deposited:	04 Sep 2024 02:17
Last Modified:	04 Sep 2024 02:17
URI:	https://repository.bakrie.ac.id/id/eprint/10456

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