Pengaruh Content Marketing Produk Rebuild Dreams Now & Beyond Jewelry (RDNB) di Instagram Terhadap Customer Engagement
DOI:
https://doi.org/10.59841/saber.v3i2.2592Keywords:
Marketing Communications, Content Marketing, Customer Engagement, InstagramAbstract
The dynamics of modern business competition encourage entrepreneurs to optimize their marketing strategies, especially through digital platforms such as Instagram. This study analyzes the correlation between Content Marketing and Customer Engagement on the Instagram account @rdnb_jewelry, with a special focus on the impact of Content Marketing on Customer Engagement of Rebuild Dreams Now & Beyond Jewelry (RDNB) products. The theoretical framework of the study includes aspects of Marketing Communication (Reader Cognition, Sharing Motivation, Persuasion, Decision Making) and dimensions of Customer Engagement (Enthusiasm, Attention, Absorption, Interaction, Identification), as well as their implementation in Instagram features. Using a quantitative approach with a survey method, this study involved 79 respondents who were followers of the Instagram account @rdnb_jewelry, selected through a simple random sampling technique. Data analysis integrated correlation methods, coefficient of determination, simple linear regression, and hypothesis testing (t-test). The findings of the study indicate a positive influence between the variables Content Marketing and Customer Engagement. A strong and significant relationship was identified between RDNB's Content Marketing strategy on Instagram and the level of Customer Engagement. Specifically, Content Marketing contributes 87.6% to Customer Engagement, while the remaining 12.4% is influenced by other variables. These results confirm the significance of implementing a measurable Content Marketing strategy in increasing Customer Engagement on social media.
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