PENGARUH KUALITAS KONTEN PROMOSI PRODUK SKINCARETERHADAP CUSTOMER ENGAGEMENT (Studi Survey pada Followers Akun Instagram @beliacosmetic)

THE INFLUENCE OF SKINCARE PRODUCT PROMOTIONAL CONTENT QUALITY ON CUSTOMER ENGAGEMENT (A Survey Study on Followers of Instagram Account @beliacosmetic)

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas konten promosi produk skincare terhadap customer engagement pada Instagram @beliacosmetic. Penelitian menggunakan metode kuantitatif eksplanatif dengan 100 responden yang dipilih menggunakan teknik purposive sampling. Fokus penelitian adalah dua indikator utama, yaitu efisiensi dan kualitas konten promosi, selama periode Januari hingga Maret 2024. Data diperoleh melalui kuesioner yang diukur menggunakan skala Likert dengan nilai kebalikan untuk pertanyaan positif dan negatif. Hasil penelitian menunjukkan bahwa kualitas konten memiliki pengaruh signifikan terhadap keterlibatan kognitif, afektif, dan perilaku audiens, dengan indikator keterlibatan perilaku menunjukkan rata-rata tertinggi. Berdasarkan hasil analisis regresi, efisiensi dan kualitas konten secara simultan memberikan kontribusi besar terhadap customer engagement.

This study aims to analyze the effect of the quality of promotional content of skincare products on customer engagement on Instagram @beliacosmetic. The research uses an explanatory quantitative method with 100 respondents selected using purposive sampling technique. The focus of the research is two main indicators, namely efficiency and quality of promotional content, during the period January to March 2024. Data was obtained through a questionnaire measured using a Likert scale with reverse values for positive and negative questions. The results show that content quality has a significant influence on audience cognitive, affective, and behavioral engagement, with the behavioral engagement indicator showing the highest average. Based on the results of regression analysis, efficiency and content quality simultaneously contribute greatly to customer engagement.