MENGUKUR TINGKAT CUSTOMER ENGAGEMENT PADA AKUN INSTAGRAM @FAMILYMARTID

ISLAMIA AHSAINA ZULFAH, . (2025) MENGUKUR TINGKAT CUSTOMER ENGAGEMENT PADA AKUN INSTAGRAM @FAMILYMARTID. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring dengan perkembangan media sosial yang telah mendorong banyak brand untuk membangun customer engagement secara digital, salah satunya dengan melalui platform Instagram, maka penelitian ini bertujuan untuk mengukur tingkat customer engagement pada akun Instagram @familymartid. Penelitian ini menggunakan kuantitatif deskriptif dengan sampel berupa pengikut akun instagram @familymartid yang berdomisili di DKI Jakarta. Pengumpulan data dilakukan melalui kuesioner terhadap 100 responden dengan menggunakan skala Likert. Teknik analisis data yang digunakan adalah analisis deskriptif berbasis persentase. Hasil penelitian menunjukkan bahwa tingkat customer engagement berada dalam kategori ”tinggi” dengan skor rata-rata 80%. Dimensi behavioral menjadi yang paling dominan (92%), diikuti cognitive (77%), dan emotional (69%). Berdasarkan temuan tersebut, disarankan agar pengelola akun Instagram @familymartid meningkatkan nilai informasi dalam konten, membangun kedekatan emosional dengan audiens, serta mempertahankan strategi interaktif yang sudah efektif. Kata kunci: Customer engagement, Instagram, Media sosial ***** With the growth of social media encouraging many brands to build customer engagement digitally, particularly through platforms like Instagram, this study aims to measure the level of customer engagement on the Instagram account @familymartid. This research employs a descriptive quantitative method with a sample consisting of followers of @familymartid who reside in the DKI Jakarta area. Data was collected through a questionnaire distributed to 100 respondents using a Likert scale. The data analysis technique used is descriptive analysis based on percentages. The results show that the overall level of customer engagement falls into the “high” category, with an average score of 80%. The behavioral dimension is the most dominant (92%), followed by cognitive (77%) and emotional (69%). Based on these findings, it is recommended that the account managers improve the informational value of their content, strengthen emotional connection with their audience, and maintain the interactive strategies that have proven effective. Keywords: Customer engagement, Instagram, Social media

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 28206 not found.
Date Deposited:	01 Aug 2025 03:52
Last Modified:	01 Aug 2025 03:52
URI:	http://repository.unj.ac.id/id/eprint/57214

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