Pengaruh Kualitas Konten Visual dan Terpaan Fitur Reels Terhadap Engagement pada Instagram @kopikenangan.id
DOI:
https://doi.org/10.63822/rvqmra80Keywords:
Visual Content Quality, Reels Feature Exposure, Instagram Engagement, Instagram Reels.Abstract
This study was motivated by an apparent discrepancy between the engagement rate of the @kopikenangan.id Instagram account as initially observed via SocialBlade and the account's high level of visual content activity and use of the Reels feature. This situation highlighted the need for an empirical examination of the factors influencing audience engagement. The study aims to examine the impact of Visual Content Quality and Exposure to the Reels Feature on engagement with the @kopikenangan.id Instagram account, utilizing Uses and Gratifications Theory as a framework to explain that audiences are active media users who select and consume content based on their needs and interests. A quantitative approach employing a survey method was used. Purposive sampling was applied to select 100 followers of the @kopikenangan.id Instagram account as respondents. Data analysis was conducted using multiple linear regression with IBM SPSS Statistics version 27. The results indicate that Visual Content Quality has a positive and significant effect on engagement with the @kopikenangan.id Instagram account, with a calculated t-value of 6.460 and a significance level of 0.000. Exposure to the Reels Feature also has a positive and significant effect on engagement, with a calculated t-value of 10.807 and a significance level of 0.000. Simultaneously, Visual Content Quality and Exposure to the Reels Feature significantly influence engagement, with a calculated F-value of 68.562 and a significance level of 0.000. The coefficient of determination (R²) of 0.586 indicates that these two variables contribute 58.6% to engagement, while the remaining 41.4% is influenced by factors outside the scope of this study. The study concludes that Visual Content Quality and Exposure to the Reels Feature significantly influence engagement with the @kopikenangan.id Instagram account. Furthermore, the results indicate that the initial assumption of low engagement based on SocialBlade observations was not fully confirmed, as measurements taken from respondents revealed that audience engagement fell into the high category. These findings demonstrate the necessity of measuring engagement based on audience responses through empirical testing.
References
Aflah, F. R., & Hamdani, M. F. (2025). Penerapan regresi linier berganda dalam menilai hubungan antar variabel dalam penelitian kuantitatif. Jurnal Health Sains, 5(11), 4195–4211.
Akhsin, S. (2022). Pengaruh copywriting dan kualitas visual konten pemasaran terhadap minat beli konsumen pada pengguna Instagram di Kelurahan Tanjung Selamat. Skripsi tidak diterbitkan.
Chandra, C. N., & Sari, W. P. (2021). Pengaruh content marketing terhadap customer engagement (Studi pada akun Instagram LazadaID). Prologia, 5(1), 191. https://doi.org/10.24912/pr.v5i1.10116
Dinilhaq, N. A., Amelia, Y., Arini, A., & Hidayatullah, R. (2025). Populasi dan sampel dalam penelitian pendidikan: Memahami perbedaan, implikasi, dan strategi pemilihan yang tepat. Jurnal Pendidikan Tambusai.
Fitriani Sukur, I. (2025). Peran kualitas visual konten dan engagement pengguna terhadap brand awareness pada Instagram @minyakkarolaucih. Economics and Digital Business, 6(2), 1265–1279.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Irwanda, A. A., Abiyus, W., Herdiansyah, A., Turnandes, Y., & Juliani, F. (2024). Analisis engagement rate pada Instagram Universitas Lancang Kuning. ZONAsi: Jurnal Sistem Informasi, 6(2), 390–399. https://doi.org/10.31849/zn.v6i2.17904
Lestari, Y., & Prabayanti, H. R. (2025). Pengaruh kualitas konten promosi produk skincare terhadap customer engagement (Studi survei pada followers akun Instagram @beliacosmetic). The Commercium, 9(1), 490–500. https://doi.org/10.26740/tc.v9i1.66061
Littlejohn, S. W., & Foss, K. A. (2012). Teori komunikasi: Theories of human communication (Edisi ke-9). Salemba Humanika.
Maesaroh, I., Miladia, U. A., Fithriyani, M., & Nulhakim, L. (2025). Teknik pengumpulan data dalam penelitian. Jurnal Pendidikan dan Konseling, 10, 315–325.
Mahkotawati, R., Rijanto, T., & Rusimamto, P. W. (2025). Uji validitas dan reliabilitas instrumen penelitian: Angket pengalaman praktik kerja lapangan (PKL) pada siswa SMK. Jurnal Pendidikan Tambusai, 8, 1830–1835.
Mardiatmoko, G. (2020). Pentingnya uji asumsi klasik pada analisis regresi linier berganda (Studi kasus penyusunan persamaan allometrik kenari muda [Canarium indicum L.]). BAREKENG: Jurnal Ilmu Matematika dan Terapan, 14(3), 333–342.
Nindya, A. F. E. (2023). Pengaruh penggunaan fitur Reels pada Instagram terhadap minat beli konsumen kedai kopi TMLST (Survei pada pengikut akun Instagram @tmlstcollectivespace). IKON Jurnal Ilmu Komunikasi, 28(2), 112. https://journals.upi-yai.ac.id/index.php/IKON/article/view/3466
Noor, R., & Akbar, Y. M. (2023). Analisis konten Reels Instagram @kopikenangan.id sebagai bentuk pemasaran. IKOMIK: Jurnal Ilmu Komunikasi dan Informasi, 3(2), 24–31. https://doi.org/10.33830/ikomik.v3i2.6143
Putra, I. B. A., Darmawan, I. M. D. H., Putri, I. G. A. P. T., & Putranti, M. I. D. (2025). Analisis perbandingan konten marketing akun Instagram @kopikenangan.id terhadap engagement. KINERJA: Jurnal Manajemen Organisasi dan Industri, 4(2), 104–113. https://doi.org/10.37481/jmoi.v4i2.196
Rohmah, N. N. (2020). Media sosial sebagai media alternatif manfaat dan pemuas kebutuhan informasi masa pandemik global Covid-19 (Kajian analisis teori Uses and Gratification). Jurnal Komunikasi, 1–16.
Samsu. (2017). Jenis-jenis pengumpulan data dalam penelitian kualitatif. Jurnal QOSIM: Jurnal Pendidikan, Sosial & Humaniora, 1(1), 13–23.
Santoso, A. H., Ulya, E. D., & Pranata, R. T. H. (2026). Peran videografi dan narasi visual pada fitur Instagram Reels dalam meningkatkan engagement audiens: Studi kasus brand fashion Suedseon by Kimberly Tandra. Scientific Journal of Reflection, 2(2), 3689–3700.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Undari Sulung, M. (2024). Memahami sumber data penelitian: Primer, sekunder, dan tersier. Jurnal Pendidikan Tambusai, 5(September), 110–116.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Aditia Anggraeni Agustin, Khonsa Fitriyani, Dian Marhaeni Kurdaningsih (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
