PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA AKUN INSTAGRAM (Survei pada Followers Instagram @fore.coffee)

Irma Indriani, NIM.: 21107030121 (2025) PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA AKUN INSTAGRAM (Survei pada Followers Instagram @fore.coffee). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Through digital marketing, a company can connect with audiences or customers through various social media platforms, one of which is through content marketing which is usually in the form of audio-visual content. @fore.coffee is the username of the Fore Coffee Instagram account which is used as one of their marketing media that displays content marketing. This account was created to attract an audience including teenagers and adults. Unlike other local coffee brands, Fore Coffee presents a unique approach in its content marketing by displaying videos of the collaboration process between local farmers and coffee makers which aims to increase customer engagement from the audience. Based on the background of the problem that has been described above, the formulation of the problem that will be studied is how much influence content marketing has on customer engagement of the @fore.coffee Instagram account. This study uses the theory of persuasive communication which assumes that an effort to influence the attitudes, opinions, or behavior of others through rational or emotional messages. This study uses a quantitative approach with the associative method. The results of this study indicate that content marketing has a significant effect on customer engagement.

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