Engagement Netizen Pada Konten Promosi Instagram Akun Serial Santri Pilihan Bunda

Abstract

This research analyzes audience engagement with Instagram content on the Santri Pilihan Bunda series account using the Elaboration Likelihood Model (ELM) and Theory of Reasoned Action (TRA) approaches. The study employs a descriptive qualitative method to explore audience engagement through likes, comments, and views, supported by a literature review and interviews with the social media team at Screenplay Films. The results show that the elements of positive attitude, subjective norm, and intention in the TRA significantly influence audience engagement. The ELM approach reveals that the central route attracts audiences through relevant story elements, while the peripheral route relies on visual appeal. These strategies contribute to fostering deep engagement and strengthening audience loyalty to the series.