<![CDATA[The rapid growth of social media has become one of the defining characteristics of the digital era, fundamentally transforming how people communicate and access information. This development has encouraged companies to utilize digital platforms not only as communication channels but also as strategic tools for establishing and strengthening their corporate image. This study aims to examine the influence of content quality and social media engagement on Instagram on the corporate image of PT Pelabuhan Indonesia (Persero) Bali Nusra Sub Regional, specifically at Benoa Port. This study employs a quantitative approach using a Google Forms survey administered to 94 respondents who are followers of the Instagram account @pelindo_subregbalinusra. Respondents were selected using purposive sampling based on specific sample characteristics. The results indicate that content quality has a significant partial effect on corporate image, whereas social media engagement does not have a significant partial effect. However, when considered simultaneously, both variables have a significant effect on corporate image. Additionally, the Adjusted R² test yielded a value of 0.461, meaning that 46.1% of the variation in corporate image can be explained by these two variables. These findings imply that content quality is a dominant factor that must be considered in the company’s digital communication strategy to build and enhance its corporate image in the public eye.]]>
