Abstrak

The rapid development of digital technology has significantly\r\ntransformed media consumption patterns in Indonesia, including the\r\nway audiences discover and engage with films. Social media, creative\r\ndigital content, and influencer marketing have become essential\r\ncomponents of promotional strategies in the film industry, as they\r\nenable production companies to build emotional engagement with\r\naudiences. In this context, film producers are required to design\r\neffective digital promotion strategies to attract viewers and enhance\r\ncustomer satisfaction. This study aims to analyze the implementation\r\nof digital promotion strategies carried out by PT Ruang Visual in\r\npromoting the film Rumah Teteh, and to examine the role of social\r\nmedia marketing activities and influencer marketing in shaping\r\naudience perceptions and customer satisfaction within the Indonesian\r\nfilm industry.This research employs a qualitative approach using an\r\nautoethnographic method, involving eight informants consisting of\r\nproducers, content creators, audiences, and other stakeholders within\r\nthe film promotion ecosystem. The findings reveal that digital\r\npromotion strategies utilizing platforms such as TikTok, Instagram,\r\nand Facebook effectively increase audience awareness and generate\r\nearly enthusiasm toward the film. In addition, collaboration with\r\ncredible influencers strengthens audience trust and creates positive\r\nperceptions about the film. The study also finds that audience\r\nsatisfaction is strongly influenced by the consistency between\r\npromotional messages and the actual viewing experience, as explained\r\nby Expectation–Disconfirmation Theory. Overall, integrated digital\r\npromotion strategies can enhance audience engagement and customer\r\nsatisfaction in the film industry

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