Pengaruh Karakteristik Social Media Marketing Activities dan Perceived Usefulness terhadap Customer Engagement Instagram Bina Taruna Wiratama Academy Jakarta
DOI:
https://doi.org/10.63822/pygchs07Keywords:
Social Media Marketing Activities; Trendiness, Entertainment; Interactivity; Customization; Perceived Usefulness; Customer Engagement; Bina Taruna Wiratama Academy JakartaAbstract
This study aims to analyze the influence of Social media marketing activities characteristics, consisting of trendiness, entertainment, interactivity, customization, and perceived usefulness, on customer engagement on the Instagram account @btw_academy_jakarta. This study employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 234 respondents selected using a non-probability sampling technique with a purposive sampling method. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results of the hypothesis testing indicate that trendiness, entertainment, interactivity, customization, and perceived usefulness have a positive and significant influence on customer engagement on the Instagram account @btw_academy_jakarta. These findings indicate that presenting content that is up-to-date, engaging, interactive, tailored to audience needs, and perceived as useful can enhance audience engagement with the @btw_academy_jakarta Instagram account.
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Copyright (c) 2026 Faida Istiqomah, Diena Noviarini, Meta Bara Berutu (Author)
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