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Lina Auliana
Universitas Padjajaran
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PENGARUH BRAND ACTIVATION TERHADAP CUSTOMER ENGAGEMENT (Studi pada Pengikut Instagram @PT.XYZ di Kota Bandung) THE INFLUENCE OF BRAND ACTIVATION ON CUSTOMER ENGAGEMENT (A Study on Instagram Followers of @PT.XYZ Bandung City) Rachma Wahyu Kusuma Wardhani; Lina Auliana; Zaenal Muttaqin
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.54661

Abstract

This study aims to examine the effect of brand activation on customer engagement among Instagram followers of @PT.XYZ in Bandung City. PT.XYZ is a local fashion brand specializing in footwear and accessories, with an engagement rate of only 0.09%, significantly below the fashion industry average of 2.3%. A quantitative survey approach was employed, with primary data collected through questionnaires distributed to 100 female respondents aged 19–25 who are active followers of the PT.XYZ Instagram account residing in Bandung. Data were analyzed using validity, reliability, normality, and linearity tests, followed by simple linear regression, correlation coefficient, coefficient of determination, and t-test. The results indicate that brand activation has a positive and significant effect on customer engagement, with a t-test significance value below 0.05. Brand activation scored highest on the sense dimension (89.62%), followed by think (87.62%), act (86.87%), and feel/relate (84.66%), all categorized as excellent. Among customer engagement dimensions, ideas scored highest while reviews scored lowest. These findings imply that improving the quality and interactivity of brand activation activities on social media consistently drives higher customer engagement.
Co-Authors Alif Tamir Alifia, Rafika Zahwa Anne Fauziyah Arianis Chan Audy Yudistira Lenggihunusa Azalia Nediva Kuntjoro Barkah, Cecep Safa'atul Barkah, Cecep Safa’atul Basaria Maressa Cecep Barkah Cecep Safa'atul Barkah Cecep Safa'atul Barkah Cecep Safa'atul Barkah Cecep Safa'atul Barkah Cecep Safa'atul Barkah Cecep Safaatul Barkah Cecep Safa’atul Barkah Cecep Safa’atul Barkah Cecep Safa’atul Barkah Cecep Safa’atul Barkah Dadan Suryadipura Egar Surya Elfira Annisa Sastra Eliezer Eramukti Handoko Erika Dwi Lestari Evelyn Sanadi Fadiyah Zahra Fadoli Fadoli Iwan Sukoco Iwan Sukoco Jumanul Qalby Khutami Khoirunnisa, Safira Aulia Margo Purnomo Marissa Elsa Safiera Marsha Aulia Hakim Marsha Aulia Hakim Meyta Nurul Aini Mochammad Benny Alexandri Mochammad Benny Alexandri Moh. Benny Alexandri Mohammad Benny Alexandri Muhammad Rizal Muhammad Rizal Nabila Meira Adzraa Hariri Nadira Adinda Putri Asmara Nanda Eka Fitriani Nisa Nurrofiah Novel, Nurillah Jamil A Pramonoputri, Alya Hana Puspa Ayu Aprillia Pudjianingrum R. Anang Muftiadi Rachma Wahyu Kusuma Wardhani Raden Marsha Aulia Hakim Rafika Zahwa Alifia Raharjo, Vania Sekarayodya Rahma, Dyah Calystha Rani Sukmadewi Ratih Purbasari, Ratih Ria Arifianti Rinaldi, Ricky Rivani Rivani, Rivani - Rizka Adinda Rossanhaz Syah Saffanah Salma Safira Aulia Khoirunnisa Safitri, Erlin Salmaa Tuffahati Nugraha Salman, Rifa Syakira Sam'un Jaja Raharja Sankist Herdiyani Septian, Christin Dwi Putri Shella Natasya Sri Mutiara Baringbing Sutrisno, Lucky Taufik Sutrisno, Taufik Tetty Herawati Tetty Herawaty Tetty Herawaty Tetty Herawaty Tetty Herawaty Tetty Herawaty, Tetty Wahyuni, Dewi Kamalia Yolanda Oktavia Yunimar . Zaenal Muttaqin