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All Journal Journal of Natural Sciences and Mathematics Research Agregat: Jurnal Ekonomi dan Bisnis SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Jurnal Sisfokom (Sistem Informasi dan Komputer) Jurnal Ilmu Manajemen (JIMMU) Jurnal Teknologi Dan Sistem Informasi Bisnis Jurnal Penelitian Manajemen Terapan (Penataran) West Science Business and Management Mediator: Jurnal Komunikasi
Akbari, Deni Adha
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Physics Social Sciences

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TAILORED TIMING, HASHTAGS, AND CONTENT: WHAT DRIVES INSTAGRAM ENGAGEMENT IN TOP ISLAMIC UNIVERSITIES IN INDONESIA? Akbari, Deni Adha; Rochaeti, Eti; Wulan , Mulyaning; Rito
Jurnal Penelitian Manajemen Terapan (PENATARAN) Vol. 10 No. 2 (2025)
Publisher : Program Studi Manajemen STIE Kesuma Negara Blitar

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Abstract

This study explores Instagram engagement strategies adopted by the top five Muhammadiyah universities in Indonesia, focusing on how content type, posting time, and hashtag use influence interaction metrics. Utilizing a mixed-methods approach, data were collected through the Virol analytics platform to analyze engagement rates, follower growth, and post interactions. The study reveals that video content generates the highest engagement across all universities, particularly when posted in the late afternoon or evening. Specific and targeted hashtags were more effective than generic ones in boosting interaction. The research offers a novel contribution by systematically analyzing content engagement across comparable educational institutions using real-time analytics and strategic timing. This has not been previously explored in the Indonesian higher education context with this level of granularity. Practically, the findings provide actionable insights for university marketing teams seeking to optimize social media strategies. By aligning content with user behavior and platform trends, institutions can enhance community engagement and strengthen their digital presence. The study’s implications are particularly valuable for educational institutions aiming to foster meaningful connections with stakeholders through strategic digital communication.
Co-Authors Adji, Fanina Arniwita, Arniwita Chandra, Dicky Edison, Rizki Edmi Ginting, Hardiansah Hariyati, Farida Hizkia, Hidayati Indra, Evta Kania, Azzura Karim, Anggie Monica Khasan, Muhammad Fuad Lumbanraja, Lamtiur Rondang Wulan Mariyanti, Eka Mayratih, Siska Muhammad Farhan Nining Purwaningsih Nur Hasanah Pratiwi Cristin Harnita, Pratiwi Cristin Purwandari, diah Rito Rochaeti, Eti Rochaety , Eti Rochaety, Ety Saparudin, Mohamad Stanley, Calvin Sudarmanto, Eko Ujang Sumarwan Ulfa, Marwa Wulan , Mulyaning Wulan, Mulyaning Wulandjani, Harimurti