Strategi Instagram sebagai Social Media Marketing dalam Meningkatkan Brand Engagement pada IDR Cafe Kota Kisaran

Abstract

This study aims to determine and analyze the Instagram Strategy as Social Media Marketing including entertainment, customization, interaction, electronic word of mouth and trendiness in increasing Brand Engagement at Idr Cafe Kota Kisaran. This research is associative research and the type of data used is quantitative data. The population in this study are consumers of IDR Cafe Kota Kisaran who have visited the Instagram profile @idrcafe and who have visited more than once IDR Cafe Kota Kisaran. The number of samples in this study were 140 people with sampling techniques using purposive sampling with the criteria of having visited IDR Cafe Kota Kisaran within the last 3 months. Data analysis used multiple linear regression analysis. The results of this study indicate that simultaneously entertainment, customization, interaction, electronic word of mouth and trendiness have a positive and significant effect on brand engagement IDR Cafe Kota Kisaran. Partially, entertainment, customization, interaction, electronic word of mouth, trendiness have a positive and significant effect on brand engagement IDR Cafe Kota Kisaran.