Ahmad Aqsha Saleh, . (2026) PENGARUH KONTEN INSTAGRAM MELALUI CENTRAL ROUTE DAN PERIPHERAL ROUTE TERHADAP MINAT BELI TIKET PEMENTASAN (SURVEI TERHADAP FOLLOWERS @SVATUHARI). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of information technology and digital communication has prompted Teater Svatuhari to utilize its Instagram account, @svatuhari, as the primary marketing channel to promote performances and drive ticket sales. Although content publishing remains consistent achieving an engagement rate of 1.13%, actual performance ticket sales fall short of optimal results due to a significant discrepancy between the number of available tickets and those sold. This study aims to examine the influence of @svatuhari's Central Route and Peripheral Route on purchase intention for Teater Svatuhari performance tickets. Employing a quantitative approach with multiple linear regression analysis, the findings indicate that both the Central Route and Peripheral Route exert a positive and statistically significant effect on Ticket Purchase Intention, both partially and simultaneously. Combined, these two message-processing routes explain 34.1% of the variance in audience purchase intention. Furthermore, critical message processing through the central route demonstrates a more dominant influence compared to the visual and emotional appeal of the peripheral route. Keywords: ELM, Purchase Intention, Teater Svatuhari.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 2110411269] [Pembimbing : Zayyin Abdul Quddus] [Penguji 1 : Damayanti] [Penguji 2 : Puri Bestari Mardani] |
| Uncontrolled Keywords: | ELM, Purchase Intention, Teater Svatuhari. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform N Fine Arts > NX Arts in 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: | AHMAD AQSHA SALEH |
| Date Deposited: | 31 Aug 2026 05:05 |
| Last Modified: | 31 Aug 2026 05:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53832 |
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- PENGARUH KONTEN INSTAGRAM MELALUI CENTRAL ROUTE DAN PERIPHERAL ROUTE TERHADAP MINAT BELI TIKET PEMENTASAN (SURVEI TERHADAP FOLLOWERS @SVATUHARI). (deposited 31 Aug 2026 05:05) [Currently Displayed]
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