PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP CUSTOMER ENGAGEMENT STARTUP RUANG PROGRESS

• Main Author: Faiz Ahmad Shiddiq, - (Author)
• Format: Book
• Published: 2022-08-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/84673/1/S_KWU_1804230_Title.pdf; http://repository.upi.edu/84673/2/S_KWU_1804230_Chapter1.pdf; http://repository.upi.edu/84673/3/S_KWU_1804230_Chapter2.pdf; http://repository.upi.edu/84673/4/S_KWU_1804230_Chapter3.pdf; http://repository.upi.edu/84673/5/S_KWU_1804230_Chapter4.pdf; http://repository.upi.edu/84673/6/S_KWU_1804230_Chapter5.pdf; http://repository.upi.edu/84673/7/S_KWU_1804230_Appendix.pdf
• Keywords: L Education (General)

This research has a background in the form of marketing discussions, especially on digital marketing by focusing on content marketing and customer engagement. Content marketing is a branch of science from digital marketing that is useful as an indirect marketing by utilizing Instagram as a social media that aims to build customer engagement. This study purposed to determine the effect of Instagram content marketing (X) on customer engagement (Y) Ruang Progress startup. This study used a quantitative approach with a descriptive verification method. The data analysis technique used is simple linear regression. With 88 respondents, Ruang Progress's Instagram followers. Based on the questionnaires that have been distributed by researchers, the results of respondents' responses to the content marketing of Ruang Progress's Instagram are 94.3% including the good category and the customer engagement formed by Ruang Progress is 44.3% in the good category. The results of this study were Instagram content marketing has a positive relationship with customer engagement startup Ruang Progress with a t test result of tcount content marketing is worth 4.319 > ttable is worth 1.66235. And the contribution of content marketing of 20.8% and 79.2% is explained or influenced by other factors not examined by the author such as event marketing, viral marketing, promotions and others. The suggestion for the Progress Room Startup is to implicate content with the content marketing flow that has been described to increase the impression of the content that will be presented.