Analisa Perbedaan Tipe Post, Periode Post dan Promosi terhadap Online Engagement di Instagram Little Stu
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Abstract
This study aims to analyze differences in post types, post periods, and promotions on online engagement on Little Stu's Instagram account. The design in this study is a descriptive research design with historical data types carried out during the period July 2020 - September 2020. The data collection method is from the insta story screen shot uploaded by Little Stu's Instagram account then recorded manually in a periodic time. The population in this study were Little Stu's Instagram account followers who saw the insta story as a viewer and gave comments on the insta story's content. The number of insta story samples selected was 906 posts. The data analysis technique used in this study is the Kruskal-Wallis test or commonly referred to as the non-parametric one-way ANOVA test where the Kruskal-Wallis test is a ranking-based test that can be used to see any statistically significant differences between two or more groups that have characteristics continuous or ordinal processed using SPSS. The results showed that there were significant differences between the types of posts on the number of viewers and comments, there was a significant difference between the period of posts on the number of viewers and comments, there was no significant difference between promotions on the number of viewers but there was a significant difference between promotions and the number of comments.
Penelitian ini bertujuan untuk menganalisis perbedaan tipe post, periode post, dan promosi terhadap online engagement di akun Instagram Little Stu. Desain dalam penelitian ini adalah desain penelitian deskriptif dengan jenis data historis yang dilakukan selama periode Juli 2020 – September 2020. Cara pengumpulan datanya adalah dari screen shot insta story yang diunggah akun Instagram Little Stu kemudian dicatat secara manual dalam waktu berkala. Populasi dalam penelitian ini adalah followers akun Instagram Little Stu yang melihat insta story sebagai viewer dan memberikan komentar atas konten insta story tersebut. Jumlah sampel insta story yang dipilih adalah sebanyak 906 post. Teknik analisis data yang digunakan dalam penelitian ini adalah uji Kruskal -Wallis atau biasa disebut dengan uji ANOVA satu arah non parametrik dimana uji Kruskal-Wallis adalah uji berbasis peringkat yang dapat digunakan untuk melihat adanya perbedaan signifikan secara statistik antara dua kelompok atau lebih yang memiliki sifat kontinu atau ordinal yang diolah menggunakan SPSS. Hasil penelitian menunjukkan bahwa terdapat perbedaan yang signifikan antara tipe post terhadap jumlah viewer dan komentar, terdapat perbedaan yang signifikan antara periode post terhadap jumlah viewer dan komentasr, tidak ada perbedaan yang signifikan antara promosi terhadap jumlah viewer tetapi ada perbedaan yang signifikan antara promosi terhadap jumlah komentar.
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