Analisis Content Marketing dan Perceived Target Market Terhadap Efektivitas Promosi Film “Jangan Panggil Mama Kafir” Produksi Maxima Pictures Jakarta

Abstract

The development of digital media has encouraged the film industry to utilize digital marketing strategies to reach audiences more effectively. Content marketing and perceived target market are two strategies that can support promotional activities through digital media, particularly Instagram. This study aims to analyze the effect of Content Marketing and Perceived target market on the Promotional Effectiveness of the film “Jangan Panggil Mama Kafir” produced by Maxima Picture, both partially and simultaneously. This study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires using a Likert scale from 102 respondents selected using purposive sampling. The data were analyzed using IBM SPSS Statistics through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results showed that all research instruments were valid and reliable and that the regression model met the classical assumptions. The multiple linear regression equation obtained was Y = 2.047 + 0.122X₁ + 0.840X₂, with an R² value of 0.741. The results indicate that Content Marketing has a positive and significant effect on Promotional Effectiveness, while Perceived target market also has a positive and significant effect. Simultaneously, Content Marketing and Perceived target market significantly affect Promotional Effectiveness. The coefficient of Perceived target market is greater than that of Content Marketing, indicating its greater contribution within the regression model.