Analisis Implementasi Content Marketing dan Pengaruhnya terhadap Customer Engagement pada Akun Instagram VIFX Cabang Malang

Abstract

Akun Instagram VIFX Cabang Malang memiliki rata-rata engagement rate sebesar 0,82%, yang termasuk kategori rendah berdasarkan tolak ukur yang digunakan. Sehingga tujuan utama dalam penelitian ini, yaitu mengidentifikasi kondisi content marketing, menganalisis pengaruh content marketing terhadap customer engagement dan merumuskan rekomendasi content marketing. Penelitian ini menggunakan desain penelitian mixed methods dengan teknik purposive sampling kepada 122 responden eksternal dan satu responden internal. SEM-PLS dipilih sebagai metode pengujian model pada dua variabel, yaitu content marketing dan customer engagement. Hasil penelitian menunjukkan bahwa identifikasi content marketing mengenai tahapan content marketing dan kualitas content marketing sebagian telah memenuhi kriteria dan lainnya masih berada pada status terpenuhi sebagian. Content marketing terbukti berpengaruh positif dan signifikan terhadap customer engagement. Direkomendasikan tiga prioritas strategi content marketing, yaitu optimalisasi konten reels, penggunaan hook dengan visual menarik, dan pendekatan storytelling serta strategi CTA yang tepat.

The VIFX Malang Branch’s Instagram account has an average engagement rate of 0.82%, which falls into the low category based on the benchmarks used. Thus, the main objectives of this study are to identify the state of content marketing, analyze the impact of content marketing on customer engagement, and formulate content marketing recommendations. This study employed a mixed-methods research design using purposive sampling, involving of 122 external respondents and one internal respondent. SEM-PLS was selected as the method for testing the model involving two variables: content marketing and customer engagement. The research findings indicate that the assessment of content marketing specifically regarding the stages of content marketing and the quality of content marketing has partially met the criteria, while other aspects are still considered partially met. Content marketing was found to have a positive and significant effect on customer engagement. Three priority content marketing strategies are recommended: optimizing Reels content, using hooks with eye-catching visuals, and employing a storytelling approach along with an appropriate CTA strategy.