Siti Shabrina Azzahra, - (2024) ANALISIS AUDIENCE ENGAGEMENT KONTEN VISUAL DI MEDIA SOSIAL: Studi Pada Akun Instagram IMBEX Series @imbex.series. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk memahami cara dan alasan di balik keterlibatan pengguna dengan konten di media sosial, khususnya Instagram. Banyak peneliti sebelumnya telah menyoroti bahwa konsep dan praktik keterlibatan audiens sering kali dianggap tidak konsisten dan ambigu. Oleh karena itu, penelitian ini secara khusus menganalisis keterlibatan audiens terhadap konten visual di Instagram @imbex.series serta memberikan masukan dalam memaksimalkan pemanfaatan konten visual pada komunikasi digital. Untuk menjawab pertanyaan penelitian, peneliti menggunakan metode campuran bersama dengan model Social Media Engagement sebagai dasar penelitiannya. Data dikumpulkan melalui wawancara dengan informan dari beberapa audiens pada konten visual Instagram @imbex.series serta data Insight yang diambil dari laporan evaluasi IMBEX. Pemilihan informan dilakukan dengan teknik purposive sampling, yang membantu peneliti menemukan informan yang sesuai dengan kebutuhan penelitian. Model Social Media Engagement digunakan untuk memahami bagaimana keterlibatan yang ditunjukkan audiens pada konten visual tersebut. Selain itu, perspektif dari para ahli juga disertakan untuk memperkuat temuan penelitian. Hasil penelitian menunjukkan bahwa audiens mempresentasikan diri mereka sebagai ibu dan pengusaha jasa titip, serta keterlibatan mereka dipengaruhi oleh berbagai motivasi penggunaan, yang pada akhirnya memberikan kepuasan ketika kebutuhan mereka terpenuhi dan kepuasan ini membentuk pengalaman positif bagi masing-masing informan. This study aims to understand the ways and reasons behind user engagement with content on social media, particularly Instagram. Previous researchers have often highlighted that the concept and practice of audience engagement are frequently perceived as inconsistent and ambiguous. Therefore, this study specifically analyzes audience engagement with visual content on the Instagram account @imbex.series and provides recommendations for optimizing the use of visual content in digital communication. To address the research questions, the researcher employed a mixed-method approach using the Social Media Engagement model as the theoretical foundation. Data were collected through interviews with informants from the audience engaging with visual content on Instagram @imbex.series, as well as Insight data retrieved from the IMBEX evaluation reports. Informants were selected using purposive sampling, which helped the researcher identify participants relevant to the study's objectives. The Social Media Engagement model was applied to understand how audience engagement is demonstrated toward the visual content. Additionally, expert perspectives were included to strengthen the study's findings. The results reveal that the audience identifies themselves as mothers and resellers in the delivery service industry, with their engagement driven by various usage motivations. Ultimately, when their needs are met, it provides satisfaction, which fosters positive experiences for each informant.
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S_IKOM_2005461_Chapter1.pdf Download (220kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=P6rHT4IAAAAJ&hl=en ID Sinta Dosen Pembimbing: Johar Permana: 5991886 Tito Edy Priandono: 6146591 |
| Uncontrolled Keywords: | Analisis, Keterlibatan Audiens, Konten Visual, Media Sosial, Instagram Analysis, Audience Engagement, Visual Content, Social Media, Instagram |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Siti Shabrina Azzahra |
| Date Deposited: | 13 Jan 2025 08:13 |
| Last Modified: | 13 Jan 2025 08:13 |
| URI: | http://repository.upi.edu/id/eprint/129642 |
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