THE RELATIONSHIP BETWEEN CONTENT MARKETING AND CUSTOMER ENGAGEMENT ON INSTAGRAM @UNIX.TEMANKITA

Abstract

Advances in digital technology have driven significant transformations in marketing strategies, including the increasing role of social media as a medium for interaction between brands and audiences. This study aims to analyze the influence of content marketing on customer engagement on the Instagram account @unix.temankita, which focuses on the University Expo organized by the TemanKita community. The study used a quantitative approach with a descriptive and verification design. The population consisted of 97 TemanKita members from Period 6, with a sample of 80 respondents determined using the Slovin formula. Data were collected through online questionnaires and analyzed using IBM SPSS version 29 through validity, reliability, Spearman correlation, simple linear regression, coefficient of determination (R²), and t-test analyses. The results show that all items are valid and reliable. The Spearman correlation test revealed a strong positive relationship between content marketing and customer engagement. The regression equation Y = -9.214 + 0.899X with an R² value of 0.745 indicates that 74.5% of the variation in customer engagement is explained by content marketing. The significance value (<0.001) and t value (15.112) > t table (1.990) confirm a positive and significant influence. These findings highlight that content marketing plays a crucial role in enhancing audience engagement on social media. Therefore, organizations are encouraged to optimize interactive and relevant content strategies continuously. Future studies may explore additional factors such as posting frequency or content type to deepen the understanding of engagement dynamics.