PENGARUH CONTENT MARKETING DAN IMAGE APPEAL KONTEN KOLABORASI CHATIME DAN ONE PIECE PADA INSTAGRAM @CHATIMEINDO TERHADAP MINAT BELI PENGGEMAR ONE PIECE

Putri Rachyuni Briantanti, . (2025) PENGARUH CONTENT MARKETING DAN IMAGE APPEAL KONTEN KOLABORASI CHATIME DAN ONE PIECE PADA INSTAGRAM @CHATIMEINDO TERHADAP MINAT BELI PENGGEMAR ONE PIECE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the influence of content marketing and image appeal in the Chatime x One Piece collaboration on the purchase intention of One Piece fans. Content marketing not only serves as a strategy for disseminating product information through social media but also acts as a tool to attract new consumers. Chatime employs this strategy through its Instagram account, @chatimeindo, by presenting content with a One Piece identity to capture the attention of its fans. This study applies the Elaboration Likelihood Model (ELM), which explains that individuals process information through either the central route or the peripheral route. The research adopts an explanatory quantitative approach, utilizing a survey conducted among 177 members of the NAKAMAKU! community, who are One Piece fans. Data were analyzed using multiple linear regression and hypothesis testing. The findings reveal that both content marketing and image appeal positively influence One Piece fans' purchase intention toward Chatime x One Piece products. However, content marketing has a stronger influence than image appeal, indicating that more One Piece fans process the information through the central route. These findings highlight the importance of engaging and relevant content strategies in building purchase intention through social media.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411112] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Drina Intyaswati] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Content Marketing, Image Appeal, Purchase Intention, Elaboration likelihood model (ELM), Social Media
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: PUTRI RACHYUNI BRIANTANTI
Date Deposited: 06 Aug 2025 02:46
Last Modified: 06 Aug 2025 02:46
URI: http://repository.upnvj.ac.id/id/eprint/38302

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