Pengaruh Kualitas Konten terhadap Customer Engagement pada Instagram Perusahaan Umum Daerah Tirta Pakuan Kota Bogor

Abstract

Instagram menjadi media strategis bagi perusahaan daerah untuk membangun hubungan yang lebih dekat dengan pelanggan secara digital. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas konten terhadap customer engagement pada akun Instagram @perumdatirtapakuan. Kualitas konten diukur melalui empat indikator yaitu informativeness, relevance, visual appeal, dan interactivity, sementara customer engagement diukur melalui enthusiasm, attention, absorption, interaction, dan identification. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan menyebarkan kuesioner kepada 100 responden. Hasil menunjukkan bahwa kualitas konten dinilai tinggi dengan skor rata-rata 3,92 dan customer engagement juga tinggi dengan rata-rata 3,60. Relevance dan identification menjadi indikator tertinggi. Analisis regresi menunjukkan pengaruh positif dan signifikan antara kualitas konten dan customer engagement. Diperlukan strategi konten yang relevan dan interaktif untuk meningkatkan keterlibatan pelanggan di media sosial.

Instagram has become a strategic platform for regional companies to strengthen relationships with customers through digital engagement. This study aims to examine the influence of content quality on customer engagement on the Instagram account @perumdatirtapakuan. Content quality is assessed through informativeness, relevance, visual appeal, and interactivity, while customer engagement includes enthusiasm, attention, absorption, interaction, and identification. A descriptive quantitative method was employed by distributing questionnaires to 100 respondents. The results indicate that content quality is rated highly with an average score of 3.92, and customer engagement is also high with an average of 3.60. Relevance and identification emerged as the strongest indicators. Regression analysis reveals a significant positive effect of content quality on customer engagement. Relevant and interactive content strategies are essential for enhancing engagement on institutional social media platforms.