CD Skripsi

Analisis Pengaruh Content Marketing Terhadap Customer Engagement (Studi Pada Instagram @Vieraoleholeh.Id)

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ANALYSIS OF THE INFLUENCE OF CONTENT MARKETING ON CUSTOMER ENGAGEMENT (STUDY ON INSTAGRAM @VIERAOLEHOLEH.ID)
By: Mefi Septiandini
Advisor: Evawani Elysa Lubis, M.Si
The development of technology has grown very rapidly. This also affects the world of marketing through social media, including Instagram. @vieraoleholeh.id is a specialty food brand by Riau Province. The marketing strategy implemented by @vieraoleholeh.id is to use Instagram social media with content marketing to create customer engagement. Researchers use the S-R theory which assumes that certain verbal words, nonverbal cues, images and actions will stimulate others to respond in certain ways. Researchers want to analyze how much influence Instagram content marketing @vieraoleholeh.id has on customer engagement.
The research method used is quantitative with an explanatory approach and a questionnaire as the main instrument in data collection. The population in this study were followers of the Instagram account @vieraoleholeh.id which amounted to 97,100. Sampling was carried out using simple random sampling technique and obtained as many as 100 respondents. This research was processed and analyzed using the IBM SPSS Version 20 program.
Based on the results of this study, it is known that the results of simple linear regression analysis show the t value of 9.730 > t table value of 1.984, meaning that there is an influence of Instagram content marketing @vieraoleholeh.id on customer engagement. The test of the coefficient of determination which shows the value of R2 of 0.491, means that the effect of Instagram content marketing @vieraoleholeh.id on customer engagement is 49.1%. Meanwhile, the remaining 50.9% is influenced by other variables not discussed in this study. It can be concluded that content marketing is a key element in building customer engagement on Instagram @vieraoleholeh.id. With the right focus on content creation and management, Viera Oleh-Oleh Pekanbaru can continue to increase customer engagement and build stronger relationships with its audience.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901110618

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901110618

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

mardiah

Versi lain/terkait

Lampiran Berkas

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