Tipe Konten dan Korelasinya Pada Engagement Instagram
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Abstract
The presence of groups and communities on social media has a positive impact on companies and brands. The presence of social media has allowed brands to communicate with them quickly and effectively. This research was conducted with the aim of knowing the relationship between Instagram post content type @elysianessence.id and Instagram engagement. This study uses the COBRA theory which divides Instagram engagement into three stages, namely consumption, contribution, and create. While the types of content in this study were divided into three, namely light content, educational/informational content, and remuneration content. This study uses a quantitative research approach that collects data through questionnaires on the Google form. The population of this study is Instagram @elysianessence.id followers who are teenagers (12-24 years old), with a sample size of 104 respondents. The results show that overall there is a very strong relationship between the type of content posted on Instagram @elysianessence.id and Instagram engagement. Light content types have the highest relationship with the Instagram engagement contribution stage, educational/informational content with the consumption stage, and remuneration content with the create stage.
Kehadiran kelompok dan komunitas di sosial media memberikan dampak positif terhadap perusahaan maupun brand. Kehadiran media sosial telah memungkinkan brand berkomunikasi dengan dengan mereka dengan cepat dan efektif. Penelitian ini dilakukan tujuan untuk mengetahui hubungan tipe konten post Instagram @elysianessence.id dengan Instagam engagement. Penelitian ini menggunakan teori COBRA yang membagi Instagram engagement tersebut menjadi tiga tahapan, yaitu consumption, contribution, dan create. Sedangkan tipe konten pada penelitian ini dibagi menjadi tiga, yaitu konten ringan, konten edukasi/informasi, dan konten remunerasi. Penelitian ini menggunakan pendekatan penelitian kuantitatif yang melakukan pengumpulan data melalui kuesioner pada google form. Populasi penelitian ini merupakan followers Instagram @elysianessence.id yang berusia remaja (12-24 tahun), dengan jumlah sampel 104 responden. Hasil menunjukkan bahwa secara keseluruhan terdapat hubungan yang sangat kuat pada tipe konten yang di-post pada Instagram @elysianessence.id dengan Instagram engagement. Jenis konten ringan memiliki hubungan tertinggi dengan tahapan Instagram engagement contribution, konten edukasi/informasi dengan tahapan consumption, dan konten remunerasi dengan tahapan create.
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