PENGARUH KARAKTERISTIK SOCIAL MEDIA MARKETING ACTIVITIES DAN PERCEIVED USEFULNESS TERHADAP CUSTOMER ENGAGEMENT INSTAGRAM BINA TARUNA WIRATAMA ACADEMY JAKARTA

FAIDA ISTIQOMAH, . (2026) PENGARUH KARAKTERISTIK SOCIAL MEDIA MARKETING ACTIVITIES DAN PERCEIVED USEFULNESS TERHADAP CUSTOMER ENGAGEMENT INSTAGRAM BINA TARUNA WIRATAMA ACADEMY JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik Social Media Marketing Activities yang terdiri atas trendiness, entertainment, interactivity, customization, dan perceived usefulness terhadap customer engagement pada akun Instagram @btw_academy_jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan secara daring kepada 234 responden yang dipilih menggunakan teknik non-probability sampling dengan metode purposive sampling. Data yang diperoleh dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil pengujian hipotesis menunjukkan bahwa trendiness, entertainment, interactivity, customization, dan perceived usefulness berpengaruh positif dan signifikan terhadap customer engagement pada akun Instagram @btw_academy_jakarta. Temuan penelitian menunjukkan bahwa penyajian konten yang mengikuti tren, menarik, interaktif, sesuai dengan kebutuhan audiens, serta memberikan manfaat bagi pengguna dapat meningkatkan keterlibatan audiens pada akun Instagram @btw_academy_jakarta. (*****) This study aims to analyze the influence of Social media marketing activities characteristics, consisting of trendiness, entertainment, interactivity, customization, and perceived usefulness, on customer engagement on the Instagram account @btw_academy_jakarta. This study employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 234 respondents selected using a nonprobability sampling technique with a purposive sampling method. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results of the hypothesis testing indicate that trendiness, entertainment, interactivity, customization, and perceived usefulness have a positive and significant influence on customer engagement on the Instagram account @btw_academy_jakarta. These findings indicate that presenting content that is up-to-date, engaging, interactive, tailored to audience needs, and perceived as useful can enhance audience engagement with the @btw_academy_jakarta Instagram account.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Diena Noviarini, MMSI 2. Meta Bara Berutu, S.E., M.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Faida Istiqomah .
Date Deposited:	20 Aug 2026 08:24
Last Modified:	20 Aug 2026 08:24
URI:	http://repository.unj.ac.id/id/eprint/71406

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