PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT MEDIA SOSIAL INSTAGRAM @SUKABUMI_

Ardiansyah Nugraha, - (2024) PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT MEDIA SOSIAL INSTAGRAM @SUKABUMI_. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_BD_2001291_Title.pdf Download (444kB)
	Text S_BD_2001291_Chapter1.pdf Download (298kB)
	Text S_BD_2001291_Chapter2.pdf Restricted to Staf Perpustakaan Download (292kB)
	Text S_BD_2001291_Chapter3.pdf Download (303kB)
	Text S_BD_2001291_Chapter4.pdf Restricted to Staf Perpustakaan Download (547kB)
	Text S_BD_2001291_Chapter5.pdf Download (140kB)
	Text S_BD_2001291_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

Abstract

Media sosial adalah alat penting dalam pemasaran modern, tetapi tidak semua bisnis dapat menggunakannya secara efektif untuk mencapai engagement yang tinggi. Akun Instagram @sukabumi_ mengalami penurunan engagement, sehingga tidak mencapai KPI yang diharapkan oleh perusahaan dan klien. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap customer engagement pada akun Instagram @sukabumi_. Content marketing dievaluasi berdasarkan dimensi strategi, aktivitas, dan hasil, sedangkan customer engagement diukur melalui dimensi antusiasme, partisipasi, dan interaksi, yang jarang digunakan oleh peneliti sebelumnya. Penelitian ini menggunakan metode kuantitatif, mengumpulkan data melalui survei dari pengikut akun Instagram @sukabumi_ menggunakan teknik random sampling. Data diolah menggunakan software SPSS 26. Hasil menunjukkan bahwa content marketing memiliki pengaruh positif dan signifikan terhadap customer engagement, dengan kontribusi sebesar 60.8%. Namun, peneliti juga menemukan rendahnya interaksi pada konten, yang menjadi penyebab penurunan engagement. Peneliti menyarankan bahwa bisnis perlu fokus pada strategi content marketing yang tidak hanya menarik tetapi juga mendorong interaksi aktif dari pengikut. Social media is an essential tool in modern marketing, but not all businesses can effectively use it to achieve high engagement. The Instagram account @sukabumi_ has experienced a decline in engagement, failing to meet the Key Performance Indicators (KPIs) expected by the company and its clients. This study aims to analyze the impact of content marketing on customer engagement on the Instagram account @sukabumi_. Content marketing is evaluated based on the dimensions of strategy, activities, and outcomes, while customer engagement is measured through the dimensions of enthusiasm, participation, and interaction, which have been rarely used by previous researchers. This research employs a quantitative method, collecting data through a survey of followers of the Instagram account @sukabumi_ using a random sampling technique. The data is processed using SPSS 26 software. The results show that content marketing has a positive and significant effect on customer engagement, contributing 60.8%. However, the researchers also found low interaction with the content, which is a cause of the decline in engagement. The researchers suggest that businesses need to focus on content marketing strategies that are not only attractive but also encourage active interaction from followers.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=96uLACQAAAAJ ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Asep Nuryadin: 6745757
Uncontrolled Keywords:	Media sosial, Instagram, marketing, content marketing, customer engagement Social media, Instagram, marketing, content marketing, customer engagement
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Ardiansyah Nugraha
Date Deposited:	12 Sep 2024 03:16
Last Modified:	12 Sep 2024 03:16
URI:	http://repository.upi.edu/id/eprint/123673

Actions (login required)

View Item