PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT MEDIA SOSIAL INSTAGRAM @HAYNAHIJAB

Luthfi Dianto Abdulhakim Wirawan Putra, - (2023) PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT MEDIA SOSIAL INSTAGRAM @HAYNAHIJAB. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Media sosial merupakan media dimana tidak seluruh pelaku bisnis dapat menerapkannya secara efektif melalui content marketing untuk dapat memperoleh customer engagement yang baik. Penelitian ini bertujuan untuk mengidentifikasi pengaruh dari content marketing terhadap customer engagement pada akun Instagram @haynahijab. Penelitian ini menggunakan metode kausal dengan menerapkan pendekatan kuantatif serta teknik penarikan sampel probability sampling dengan metode insidental sampling. Kriteria populasi penelitian ini adalah pengikut akun Instagram @haynahijab dan kriteria sampel yaitu akun Instagram yang pernah berinteraksi dengan konten akun Instagram @haynahijab. Pengolahan data penelitian ini menggunakan software SPSS versi 26 dengan teknik analisis uji asumsi klasik serta uji hipotesis analisis regresi linear berganda, uji t, dan uji koefisien determinasi. Temuan dari penelitian ini yaitu bahwa terhadap pengaruh dari content marketing terhadap customer engagement pada akun Instagram @haynahijab. Secara spesifik, tingkat pengaruh antara content marketing dan customer engagement adalah sebesar 61,4%. Dengan menerapkan strategi content marketing melalui konten yang menarik, informatif, dan konsisten, serta ditargetkan kepada audiens yang tepat, Haynahijab dapat membangun koneksi terhadap konsumen Haynahijab sehingga dapat mendorong konsumen untuk secara aktif berpartisipasi pada konten Haynahijab melalui interaksi, baik like, comment, save, share, ataupun reply dan direct message (DM). Social media is a platform where not all business practitioners are able to implement it effectively through content marketing to gain healthy customer engagement. The aim of this research is to identify the influence of content marketing upon customer engagement on @haynahijab Instagram account. This research is utilizing the descriptive method by implementing a quantitative approach and probability sampling technique with incidental sampling method. The criteria of the population are followers of @haynahijab Instagram account, and the criteria of the sample is the accounts which have previously interacted with @haynahijab’s content in Instagram. The data processing of this research is using 26th version of SPSS software with classical assumption tests analysis technique and hypothesis testing of simple linear regression, t-test, and determination coefficient test. The findings of this research indicate that there is an influence of content marketing towards customer engagement on the @haynahijab Instagram account. Specifically, the level of influence of content marketing on customer engagement is 61,4%. By implementing content marketing strategy through content that are compelling, informative, and consistent to a specific target audience, Haynahijab could establish strong connection towards Haynahijab’s customers thus, it could motivate customers to actively participate in Haynahijab’s content by interaction such as, like, comment, save, share, or reply and direct message (DM).

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Btari Mariska Purwaamijaya: 6681170 Rangga Gelar Guntara: 6738149
Uncontrolled Keywords: Media sosial, content marketing, customer engagement, Instagram
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Luthfi Dianto Abdulhakim Wirawan Putra
Date Deposited: 03 Nov 2023 02:32
Last Modified: 03 Nov 2023 02:32
URI: http://repository.upi.edu/id/eprint/97028

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