Pengaruh konten Post Instagram terhadap Online Engagement: studi kasus pada lima merek pakaian wanita

Santoso, Amanda Putri (2017) Pengaruh konten Post Instagram terhadap Online Engagement: studi kasus pada lima merek pakaian wanita. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sosial media memiliki peran penting sebagai alat komunikasi untuk berbagi informasi dan saling terhubung. 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. Post yang dianalisis dalam penelitian ini berjumlah 1261 post. 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. ================================================================================= Social media are important forms of virtual communications to share information, knowledge, and maintain social ties. Social media is used as venue to enhance interaction between various people. One of the most popular social media in the world, including Indonesia is Instagram. Instagram is utilized by companies as a mean of engaging and interacting with their followers, sharing information related to brand and gathering information about trend, consumer’s needs and branding. This research aims to find how post type impacts online engagement in five women’s clothing online shop and to find how posting time (month and day) impact online engagement in five women’s clothing online shop. Besides, this research aims give recommendation about posting maintenance to increase online engagement. Posts uploaded by five online shop Instagram between November 2015 until October 2016 have been analyzed. Number of posts analyzed in this research is 1261. The results show that post type and posting time have significant effects on online engagement (likes and comments). Post type event has the most significant effect on online engagement (likes and comments), while March, June, and July are months which have the most significant effect on online engagement (like and comment) and Wednesday, Thursday, and Friday most significantly impact online engagement (like and comment) as well.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Sosial Media; Instagram; Online Engagement; Studi Kasus; Online Shop; Pakaian Wanita; Social Media; Case Study; Women’s Clothing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems
Divisions: Faculty of Industrial Technology > Business Management > (S1) Undergraduate Theses
Depositing User: - AMANDA PUTRI SANTOSO
Date Deposited: 01 Mar 2017 07:27
Last Modified: 18 Dec 2017 04:32
URI: http://repository.its.ac.id/id/eprint/2450

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