Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Faida Istiqomah
Universitas Negeri Jakarta
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Karakteristik Social Media Marketing Activities dan Perceived Usefulness terhadap Customer Engagement Instagram Bina Taruna Wiratama Academy Jakarta Faida Istiqomah; Diena Noviarini; Meta Bara Berutu
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pygchs07

Abstract

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.  
Co-Authors Diena Noviarini Meta Bara Berutu