PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA TESTOEFL.ID
DOI:
https://doi.org/10.35908/jeg.v7i2.2193Abstract
ABSTRACT
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Nowadays, the development of social media is increasing rapidly. The company uses a wide variety of social media platforms to present interesting content. Instagram is one of the most interesting social media platforms. Through a well-managed marketing tool, the company can increase consumer attention and customer engagement. This study aims to determine the influence of content marketing on customer engagement in tests.id. This study presents quantitative descriptive research using classical assumption test analysis (Normality test, Homogeneity Test) and the ANOVA test, as well as the Scheffe test as a further test. The population used in this study was marketing content posts on Instagram accounts, testoefl.id, which numbered 147 on May 15th, 2022. Meanwhile, the number of samples in this study was limited to 30 posts with predetermined sample criteria. The results of the ANOVA test obtained a p-value < 0.05, which indicates that content marketing has a significant influence on customer engagement. After using the Scheffe test to do an ad hoc post-test, it was clear that the type of promotional post had a big impact on the average value of customer engagement compared to other types of posts.
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Keywords: content marketing, Instagram, customer engagement
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ABSTRAK
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Pada masa sekarang, perkembangan media sosial semakin pesat. Nyaris tidak ada yang tidak bisa dilakukan oleh platform digital. Untuk menghadirkan konten yang menarik, banyak bisnis yang menggunakan berbagai platform media sosial.Instagram adalah salah satu platform media sosial paling populer perusahaan dapat meningkatkan perhatian dan keterlibatan konsumen melalui pemasaran konten yang dikelola dengan baik. Tujuan dari penelitian ini adalah untuk melihat bagaimana pemasaran konten mempengaruhi keterlibatan pelanggan dalam testoefl.id. Ini adalah studi deskriptif kuantitatif yang menggunakan pengujian hipotesis tradisional (tes normalitas dan homogenitas) serta tes ANOVA dan Scheffe. Populasi yang digunakan dalam penelitian ini adalah pos konten marketing pada akun Instagram testoefl.id yang berjumlah 147 pada 15 Mei 2022. Sedangkan jumlah sampel dalam penelitian ini sebanyak 30 pos dengan kriteria sampel yang sudah ditentukan. Hasil dari uji ANOVA didapatkan p-value <0.05 yang mengindikasikan bahwa konten marketing memiliki pengaruh yang signifikan terhadap customer engagement. Setelah dilakukan uji pos hoc dengan menggunakan uji Scheffe menunjukkan tipe pos promosi memiliki perbedaan nilai rata-rata customer engegament yang signifikan jika dibandingkan dengan tipe pos yang lainnya.
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Kata Kunci: konten marketing, Instagram, customer engagement
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