Pengaruh Terpaan Akun Media Sosial Instagram @Nkcthi Terhadap Minat Untuk Menonton Film di Era Digital (Studi Kasus pada Followers Akun Instagram @Nkcthi)

In today's digital era, marketing strategies through social media are essential, especially in the film industry. Social media accounts like Instagram play a crucial role in capturing the attention and interest of the audience through consistent and emotional content. Although social media is recognized as a powerful marketing tool, there are still not many studies that examine in depth how exposure to Instagram social media content @nkcthi affects interest in watching the movie "Nanti Kita Cerita Tentang Hari Ini" (NKCTHI). This study examines the influence of social media content exposure on Instagram @nkcthi on interest in watching NKCTHI films. This study uses a quantitative method with simple regression analysis to test the relationship between exposure to Instagram content (independent variable) and interest in watching movies (dependent variable). The data was collected through a survey involving 100 respondents who were followers of @nkcthi's Instagram account. The results of the analysis show that exposure to Instagram content @nkcthi has a significant influence on interest in watching NKCTHI films. The T-test showed a positive regression coefficient of 0.503 with a significance value of less than 0.05, and a coefficient of determination (R²) of 0.538 indicated that 53.8% of the variability of viewing interest could be explained by exposure to Instagram content. Thus, it is concluded that exposure to Instagram social media content @nkcthi significantly and positively influences interest in watching NKCTHI films. Consistent, relevant, and emotional content manages to grab attention and build a strong relationship with the audience, increasing their interest in watching movies. Based on these results, marketing communication practitioners can utilize social media such as Instagram as a key tool in marketing strategies by creating creative and relevant content.