KIRANI, SIRRA (2026) EFEKTIVITAS KOMUNIKASI PEMASARAN DIGITAL BRAND "ERIGO" UNTUK MENINGKATKAN ENGAGEMENT FOLLOWER (Survei Follower Instagram Brand Erigo Di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is entitled “The Effectiveness of Digital Marketing Communication of Erigo Brand in Increasing Follower Engagement (A Survey of Erigo Instagram Followers in Jakarta)”. The rapid development of digital technology has encouraged fashion brands to utilize social media as a primary channel for marketing communication in building relationships with audiences. Follower engagement is considered an important indicator in evaluating the success of digital marketing communication, as it reflects the level of audience involvement with brand content. This research aims to analyze the effectiveness of Erigo’s digital marketing communication in increasing Instagram follower engagement in Jakarta. The study employs a quantitative approach using a survey method. The sampling technique used is purposive sampling with a total of 100 respondents, consisting of active followers of the Instagram account @erigostore who are domiciled in Jakarta. Data were collected through an online questionnaire using a Likert scale and analyzed using SPSS 27 through validity testing, reliability testing, normality testing, simple linear regression, coefficient of determination, and t-test. The results of this study indicate that Erigo brand digital marketing communications have a positive and significant effect on follower engagement. This is evidenced by a significance value <0.05 and a positive regression coefficient and a calculated t-value of 4.484 with a significance level of 0.001, which is smaller than 0.05. This finding indicates that the more effective digital marketing communications are, the higher the level of follower engagement. Consistent, relevant, and interactive digital marketing communications have been proven to encourage audience engagement cognitively, affectively, and behaviorally. This study strengthens the application of Integrated Marketing Communication (IMC) Theory and Social Media Engagement Theory in the context of digital marketing through Instagram social media. Keywords: Digital Marketing Communication, Follower Engagement, Instagram, Erigo Brand Penelitian ini berjudul “Efektivitas Komunikasi Pemasaran Digital Brand Erigo untuk Meningkatkan Engagement Follower (Survei Follower Instagram Brand Erigo di Jakarta)”. Perkembangan teknologi digital mendorong brand fashion untuk memanfaatkan media sosial sebagai sarana utama komunikasi pemasaran dalam membangun dengan audiens. Engagement follower menjadi indikator penting dalam menilai keberhasilan komunikasi pemasaran digital karena mencerminkan tingkat keterlibatan audiens terhadap konten yang disampaikan oleh brand. Penelitian ini bertujuan untuk mengetahui dan menganalisis efektivitas komunikasi pemasaran digital brand Erigo dalam meningkatkan engagement follower Instagram di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah respondnen sebanyak 100 orang, yaitu follower aktif akun Instagram @erigostore yang berdomisili di Jakarta. Pengumpulan data dilakukan melalui kuisioner online menggunakan skala likert, kemudian dianalisis dengan bantuan aplikasi SPSS 27 melalui uji validitas, uji reliabilitas, uji normalitas, regresi linear sederhana, koefisien determinasi, dan uji t Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran digital brand Erigo berpengaruh positif dan signifikan terhadap engagement follower. Hal ini dibuktikan dengan nilai signifikansi < 0,05 dan koefisien regresi bernilai positif dan diperoleh nilai t hitung sebesar 4,484 dengan tingkat signifikansi lebih kecil dari 0,05 yaitu 0,001. Temuan ini menunjukkan bahwa semakin efektif komunikasi pemasaran digital yang dilakukan, maka semakin tinggi tingkat engagement follower. Komunikasi pemasaran digital yang konsisten, relevan, dan interaktif terbukti mampu mendorong keterlibatan audiens secara kognitif, afektif, dan perilaku. Penelitian ini memperkuat penerapan Teori Integrated Marketing Communication (IMC) dan Social Media Engagement Theory dalam konteks pemasaran digital melalui media sosial Instagram. Kata Kunci : Komunikasi Pemasaran Digital, Engagement Follower, Instagram, Brand Erigo
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