STRATEGI KOMUNIKASI PEMASARAN FILM ENCANTO PADA AKUN INSTAGRAM @DISNEY UNTUK MENARIK MINAT PENONTON

Abstract

This study aims to analyze the marketing communication strategy of the film Encanto through the @disney Instagram account in attracting audience interest and to examine how the strategy increases audience engagement with the film. This research employed a qualitative method with a descriptive approach. Informants were selected using a purposive sampling technique, consisting of primary informants who followed the @disney Instagram account, had viewed Encanto promotional content, and had watched the film, as well as supporting informants with knowledge of digital marketing communication. Data were collected through interviews, observations, documentation, and literature studies, then analyzed using the Miles, Huberman, and Saldaña data analysis technique, including data condensation, data display, and conclusion drawing. The findings indicate that the @disney Instagram account implements several elements of Integrated Marketing Communication (IMC), namely advertising, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and events and experiences. These strategies are reflected in promotional content such as posters, trailers, reels, film clips, screening information, and interactive posts that attract attention, increase audience engagement, build interest, strengthen the film’s image, encourage viewing decisions, and effectively support audience interest through engaging, consistent, creative, and accessible communication.