Penggunaan Social Media Marketing Instagram @tvmuhammadiyah Dalam Membangun Customer Engagement

Oktaviana Anggraini; Jamiati KN

doi:10.59581/harmoni-widyakarya.v1i4.1774

Authors

Oktaviana Anggraini Universitas Muhammadiyah Jakarta
Jamiati KN Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.59581/harmoni-widyakarya.v1i4.1774

Keywords:

Social Media Marketing, Instagram, Customer Engagement, tvMu

Abstract

Muhammadiyah Television is a television media that has an Instagram account with the name @tvmuhammadiyah to educate audiences on Instagram. This research aims to find out the extent of the use of social media marketing on tvMu's Instagram, how to build customer engagement on tvMu's Instagram, inhibiting and supporting factors in building customer engagement. The theories used in this research are social media marketing theory from As'ad and Alhadid (2014) and customer engagement theory from Evans et al. (2021), where this research uses a qualitative approach with descriptive methods accompanied by data collection techniques using observation and in-depth interviews as complementary evidence. The results of this research show that tvMu uses social media marketing strategies such as creating interesting content, changing the appearance of the feed, scheduling regular content upload hours, attracting young talent, but has obstacles such as minimal audience interaction on Instagram with limiting factors for tvMu in distributing content.

References

Andriansyah, Irfan. Maharani, Anastasya. (2021). Optimalisasi Instagram Sebagai Media Marketing. Bandung: CV. Cendekia Press.

Arifin, Zaenal, dkk. (2023). Bisnis Digital Marketing Saat Ini (Kemampuan Digital Marketing Dengan Menguasai Digital Konten Spesialist Pada Masa Society 5.0). Jambi: PT.Sonpedia Publishing Indonesia.

Aryo, G. G., & Pradana, M. (2021). Efektivitas Social Media Marketing Terhadap Customer Engagement Dan Keputusan Pembelian Di Sumber Anugerah. eProceedings of Management, 8(5).

As’ad, H. R., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Bussines and Economics Research.

Astuti, Miguna & Agni Rizkita Amanda. (2020). Pengantar Manajemen Pemasaran. Yogyakarta: CV. Budi Utama.

Bororing, S., & Dwianto, A. (2023). Pengaruh Social Media Marketing Terhadap Customer Engagement Pada Skincare Merek Somethinc Survey Pada Followers Instagram Somethinc. Jurnal Manajemen dan Bisnis Madani, 5(1), 46-57.

Chandra, Fabian. (2021). Social media marketing. Yogyakarta: Diva press.

Dessart, Laurence (2015). Consumer Engagement in Online Brand Communities: A Social Media Perspective. Journal of Product & Brand Management.

Dian Prajarini, S. T., & Eng, M. (2020). Media Sosial Periklanan-Instagram. Deepublish.

Evans, Dave, et al. (2021). Social Media Marketing: The Next Generation of Business Engagement. Indianapolis: Wiley Publishing, Inc.

Firmansyah, Anang. (2020). Komunikasi Pemasaran. 1st ed. Jawa Timur: CV. Penerbit Qiara Media. Jersey: Pearson Pretice Hall, Inc

Hidayat, K. A., & Martini, E. (2020). Pengaruh Social Media Marketing Pada Customer Engagement Dan Dampaknya Terhadap Brand Loyalty Di ButtonScarves. Jurnal Mitra Manajemen, 4(5), 679-691.

Huddin, M. N. (2022). Social Media Marketing Dan Customer Engagement Terhadap Loyalitas Merek Pada Akun Instagran Info Pandeglang. Jurnal Manajemen Perusahaan: JUMPA, 1(2), 44-52.

Kotler, P. and Keller, Kevin L. (2016). Marketing Management, 15th Edition New

Marta, R. F., & William, D. M. W. M. (2016). Studi Terpaan Media Pemasaran Melalui Posting Instagram Terhadap Ekuitas Merek Pelanggan Sumoboo!. Jurnal Komunikasi, 8(1), 68-82.

Miles, M.B, Huberman, A.M, & Saldana, J. (2014). Qualitative Data Analysis, A Methods Sourcebook, Edition 3. USA: Sage Publications. Terjemahan Tjetjep Rohindi Rohidi, UI-Press.

Muniarty, Puji., dkk. (2022). Manajemen Pemasaran. Padang: PT. Global Eksekutif Teknologi.

Prihandini, F. (2014). Analisis Pengaruh Media Sosial Terhadap Ekuitas Konsumen Produk Sepatu Adorable. Jurnal Universitas Indonesia.

Quesenberry, K.A. (2019). Social Media Strategy: Marketing, Advertising, and Public Relations in The Consumer Revolution. London: Rowman & Littlefield.

Situmorang, S. H., Mulyono, H., & Azmi, A. (2018, January). Effect Of Servicescape and Customer Experience On Social Location Marketing (Case Study At Caf, In Medan). In 1st Economics and Business International Conference 2017 (EBIC 2017) (pp. 546-552). Atlantis Press.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif,

Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung:

Alfabeta.

Sugiyono. (2017). Metode Penelitian Administrasi: Dilengkapi Dengan Metode R&D. Bandung: Alfabeta, CV.

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.

Tuten, Tracy L. dan Solomon, Michael R. (2014). Social Media Marketing: 2nd Edition. London: SAGE Publications Ltd.

Utami, G. R., & Saputri, M. E. (2020). Pengaruh social media marketing terhadap customer engagement dan loyalitas merek pada akun instagram Tokopedia. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185-198.

INTERNET

https://dataindonesia.id/digital/detail/pengguna-instagram-di-ri-capai-10672-juta-hingga-februari-2023 diakses pada tanggal 30 Maret 2023

https://dataindonesia.id/internet/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023 diakses pada tanggal 3 Februari 2023

https://djpb.kemenkeu.go.id/kppn/meulaboh/id/data-publikasi/artikel/2862-media-sosial.html