Analisis Strategi Konten, Konsistensi Posting, dan Kinerja Tim Media Sosial Terhadap Engagement Pengunjung di Sunrise Mall Mojokerto
DOI:
https://doi.org/10.63822/fj63x507Keywords:
content strategy, posting consistency, social media team performance, visitor engagement.Abstract
This study analyzes the influence of content strategy (X1), posting consistency (X2), and social media team performance (X3) on visitor engagement (Y) at Sunrise Mall Mojokerto. The study aims to determine the simultaneous and partial effects of these variables. A quantitative approach with an associative research design was employed, involving 65 respondents who were visitors and followers of the Sunrise Mall Mojokerto Instagram account, selected based on Malhotra’s guideline. Data were collected using a five-point Likert scale questionnaire. All items were confirmed to be valid with r-count values greater than 0.2441 and reliable with Cronbach’s Alpha values above 0.70. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The partial test results indicate that content strategy (X1) and social media team performance (X3) do not have a significant effect on visitor engagement (Y), while posting consistency (X2) has a positive and significant effect. Simultaneously, variables X1, X2, and X3 have a significant effect on visitor engagement (Y). The coefficient of determination (R²) shows that these variables explain the variation in visitor engagement, while the remaining variance is influenced by other factors outside this study.
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