ANALISIS PENGARUH INSTAGRAM SEBAGAI SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT (Studi Kasus: Akun Instagram Tanpanama)

Tanpanama is a culinary business that sells drinks and ready-to-eat food in boxes. The selection of Instagram social media is considered more affordable and effective to be used as a means of promotion and interacting with customers. To determine the effect of using Instagram as a social media marketing on customer engagement, an analysis of Instagram account followers was carried out. The purpose of this study was to determine the magnitude of the influence of customer engagement on Instagram accounts Tanpanama in terms of Social Media Marketing (SMM) and Customer Engagement (CE) variables distributed to followers of the @tanp4nama_ account as many as 94 respondents through quantitative methods. Based on data analysis carried out by social media marketing variables, the results of the Determination Test of 90.4% have an effect on customer engagement. Then based on the Hypothesis Test Because the t value is 29.137 > from 1.66159 it can be concluded that H01 is rejected and H1 is accepted which means that there is an influence of social media marketing on customer engagement.