Pengaruh Konten Post Instagram terhadap Online Engagement: Studi Kasus pada Lima Merek Pakaian Wanita

Amanda Putri Santoso, Imam Baihaqi, Satria F. Persada
Submission Date: 2017-01-23 12:21:19
Accepted Date: 2017-03-17 10:12:41

Abstract


Sosial media digunakan sebagai ruang untuk berinteraksi dengan orang berbagai kalangan. Salah satu sosial media yang paling banyak digunakan di dunia, termasuk di Indonesia adalah Instagram. Instagram banyak digunakan perusahaan untuk menjalin hubungan dengan konsumen, menyampaikan informasi, mencari tahu tren dan keinginan konsumen, serta membangun merek (branding). Penelitian ini bertujuan untuk mencari tahu bagaimana pengaruh tipe post terhadap online engagement di lima online shop pakaian wanita dan bagaimana pengaruh waktu posting terhadap online engagement di lima online shop pakaian wanita tersebut. Selain itu, penelitian ini juga bertujuan untuk menemukan rekomendasi pengelolaan posting di lima akun online shop pakaian wanita untuk meningkatkan online engagement. Penelitian ini menggunakan data post yang diunggah oleh lima akun Instagram online shop pakaian wanita dari bulan November 2015 hingga Oktober 2016 untuk dijadikan objek penelitian. Hasil dari penelitian ini menunjukkan bahwa tipe post dan waktu posting (bulan dan hari) memiliki pengaruh signifikan terhadap online engagement (like dan komentar). Tipe post event memiliki pengaruh paling signifikan terhadap like dan komentar. Sedangkan bulan yang memiliki pengaruh paling signifikan terhadap like dan komentar adalah bulan Maret, Juni, dan Juli. Hari Kamis, Jumat, dan Sabtu merupakan hari yang memiliki pengaruh signifikan terhadap like dan komentar.

Keywords


Instagram; Online engagement; Online shop; Pakaian Wanita; Sosial Media

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