ANALISIS ISI KONTEN PEMASARAN KURSUS MUSIK PADA AKUN INSTAGRAM @JOGJAMUSICSCHOOL BERDASARKAN ENGAGEMENT RATE PADA FOLLOWERS

Farhan Ramadhan, NIM.: 22107030027 (2026) ANALISIS ISI KONTEN PEMASARAN KURSUS MUSIK PADA AKUN INSTAGRAM @JOGJAMUSICSCHOOL BERDASARKAN ENGAGEMENT RATE PADA FOLLOWERS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of social media has significantly changed the marketing communication patterns of music course institutions, which now actively utilize the Instagram platform to interact with their audiences through planned content strategies. Since audience interactions differ by content characteristics, this research investigates the most frequently published content categories and the category achieving the highest engagement rate on Instagram @jogjamusicschool. Grounded in Uses and Gratifications (UGT) theory, this study analyzes how active audiences select media to fulfill specific needs. A quantitative descriptive content analysis was applied to 388 posts from November 2025 to April 2026, drawn using total sampling. Findings reveal that upload frequency does not always yield high engagement. Entertainment content was mostly uploaded (40.21%) and achieved the highest engagement rate. Conversely, persuasion content, the least uploaded (10.31%), actually gained the second-highest engagement (6.05%). Inspirational content ranked second in upload frequency (28.87%) but recorded the lowest engagement rate (2.90%). Finally, educational content ranked third in both frequency (20.62%) and engagement (4.50%). Conclusively, aligning with UGT assumptions, @jogjamusicschool audiences actively select content to satisfy their entertainment needs. The institution should evaluate marketing strategies by prioritizing entertainment and persuasion content, and reviewing inspirational content effectiveness for optimal and targeted audience interactions.

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