PENGARUH KARAKTERISTIK KONTEN INSTAGRAM @ALFAGIFT_IDN TERHADAP ONLINE ENGAGEMENT (SURVEY PADA FOLLOWERS INSTAGRAM ALFAGIFT)

Abstract

Today's technological advancements allow social media, such as Instagram, to be an effective tool for disseminating information widely and efficiently. Instagram has become a key platform for companies to conduct promotions and interact with users. Alfagift, one of Alfamart's subsidiaries, utilizes the Instagram account @alfagift_idn to inform about products and promotions. This study aims to measure the effect of Content Characteristics on Online Engagement on the @alfagift_idn Instagram account. With a correlational quantitative approach and survey method, samples were taken from 100 active followers of the account. Descriptive analysis shows that Content Characteristics (Variable X) obtained a value of 82.04%, while Online Engagement (Variable Y) reached 81.54%. The correlation coefficient showed a value of 0.784**, indicating a strong relationship. The coefficient of determination test indicates that 61.5% of the impact on Online Engagement is due to Content Characteristics. Hypothesis testing and simple linear regression showed significance with a value of 0.00 < 0.05 and t-statistic = 12.510, so H0 is rejected and H1 is accepted, confirming a significant influence between Content Characteristics on Online Engagement.