AMALIA, SYINTIA WULAN (2025) PENGARUH SOCIAL MEDIA MARKETING MELALUI KONTEN VISUAL TERHADAP PENINGKATAN CUSTOMER ENGAGEMENT PADA AKUN INSTAGRAM @KOPIKENANGAN.ID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is driven by a shift in the field of marketing, transitioning from traditional marketing methods to digital marketing. The study aims to determine the influence of social media marketing through visual content on increasing customer engagement on the Instagram account @kopikenangan.id. This study applies the SOR (Stimulus-Organism-Response) theory. The research method used is a survey with a quantitative approach. The population in this study consists of active followers of the Instagram account @kopikenangan.id, with a total sample of 100 respondents. The sampling technique employed is nonprobability sampling using a purposive sampling method to select participants based on specific criteria relevant to the study. The research findings show that the calculated t-value (9.937) is greater than the t-table value (1.660), leading to the rejection of H0 and the acceptance of H1. Based on the R Square value, the influence of social media marketing through visual content accounts for 50.2%, while the remaining 49.8% is influenced by other factors. The data analysis results confirm that social media marketing through visual content significantly impacts customer engagement on the Instagram account @kopikenangan.id. Keywords: Social media marketing, Visual Content, Customer engagement, SOR Theory, Kopi Kenangan. Penelitian ini dilatarbelakangi oleh adanya pergeseran yang terjadi pada bidang pemasaran. Perubahan pemasaran terjadi dari metode pemasaran tradisional menuju pemasaran digital. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing melalui konten visual terhadap peningkatan customer engagement pada akun Instagram @kopikenangan.id. Penelitian ini menggunakan teori SOR (Stimulus-Organism-Response). Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif. Populasi yang digunakan dalam penelitian ini adalah pengikut aktif akun Instagram @kopikenangan.id, dengan jumlah sampel sebanyak 100 responden. Teknik penarikan sampel yang digunakan adalah non-probability sampling dengan menggunakan sampel terpilih atau metode purposive sampling. Hasil penelitian memperoleh nilai Thitung (9,937) > Ttabel (1,660), sehingga dapat disimpulkan bahwa H0 ditolak dan H1 diterima. Berdasarkan nilai R Square pengaruh tersebut sebesar 50,2%, sedangkan 49,8% dipengaruhi oleh faktor lain. Dari hasil analisis data didapatkan informasi bahwa social media marketing melalui konten visual berpengaruh signifikan terhadap peningkatan customer engagement pada akun Instagram @kopikenangan.id. Kata Kunci: Social media marketing, Konten Visual, Customer engagement, Teori SOR, Kopi Kenangan
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