HUTAMA, LUGAZH PRIYA (2025) HUBUNGAN SOCIAL MEDIA MARKETING DENGAN SOCIAL MEDIA ENGAGEMENT (Survey Pada Followers Instagram @goalcomindonesia). S2 thesis, Universitas Mercu Buana.
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Abstract
As communication media and marketing strategies evolve, companies must also develop their own strategies to compete. Social media is one form of innovation in the world of technology and communication. Goal.com Indonesia also leverages social media marketing to present a content strategy that includes more varied and provocative football news to attract followers and readers. The purpose of this study is to explain whether or not there is a relationship between Social Media Marketing and Social Media Engagement among followers of the Instagram account @goalcomindonesia. This research is based on marketing communication theory, specifically digital marketing, social media marketing theory, and social media engagement theory. This study uses a quantitative approach, with an explanative survey method and a positivistic paradigm. The population in this study were followers of the Instagram account @goalcomindonesia, which in May 2025 amounted to 769,000 followers, with a purposive sampling technique. The results show that there is a relationship between the variables of Social Media Marketing and Social Media Engagement. Based on the correlation test results, the relationship between Social Media Marketing and Social Media Engagement is strong, with a correlation coefficient value of 0.838 and a positive direction. The results also show that the "sharing of content" dimension has the highest coefficient value at 0.842, while the "online communities" dimension has the lowest correlation coefficient value at 0.388. The conclusion of this study is that the relationship between the Social Media Marketing variable and the Social Media Engagement variable is in the strong category with a positive direction. Therefore, the higher the use of Social Media Marketing on the @goalcomindonesia account, the higher the Social Media Engagement will be. Keywords: Social Media Marketing, Social Media Engagement, Marketing Com munications, Instagram, Goal.com Seiring berkembangnya media komunikasi dan strategi marketing sehingga membuat perusahaan-perusahaan juga harus membuat strategi agar bisa bersaing. Social media menjadi salah satu bentuk inovasi dalam dunia teknologi dan komunikasi. Goal.com Indonesia juga memanfaatkannya social media marketing untuk dapat menghadirkan strategi konten yang berisi berita seputar sepak bola yang lebih variatif dan provokatif untuk menarik minat followers dan para pembacanya. Tujuan penelitian ini untuk menjelaskan ada tidaknya hubungan Social Media Marketing dengan Social Media Engagement pada followers Instagram @goalcomindonesia. Penelitian ini didasarkan pada teori komunikasi pemasaran khususnya digital marketing, teori social media marketing, serta teori social media engagement. Penelitian ini menggunakan pendekatan kuantitatif, dengan metode survey explanative dan Paradigma positivistik. Populasi dalam penelitian ini adalah followers Instagram @goalcomindonesia yang diambil pada bulan Mei 2025 yaitu sebanyak 769.000 followers dengan teknik sampling purposive sampling. Hasil penelitian menunjukan bahwa ada hubungan variabel Social Media Marketing dengan Social Media Engagement. Berdasarkan hasil uji korelasinya, hubungan Social Media Marketing dengan Social Media Engagement adalah kuat dengan nilai koefisien korelasi sebesar 0.838 dan arah hubungannya positif. Hasil penelitian juga menunjukan bahwa dimensi sharing of content memiliki nilai koefisiensi paling tinggi yaitu sebesar 0,842, sementara dimensi online communities memiliki nilai koefisien korelasi paling rendah yaitu sebesar 0,388. Kesimpulan penelitian ini adalah hubungan variabel Social Media Marketing dengan variabel Y Social Media Engagement masuk dalam kategori kuat dengan arah yang positif. Sehingga, apabila semakin tinggi penggunaan Social Media Marketing di akun @goalcomindonesia maka Social Media Engagement juga semakin tinggi. Kata kunci: Social Media Marketing, Social Media Engagement, Komunikasi Pemasaran, Instagram, Goal.com
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