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Journal : Jurnal of Applied Multimedia and Networking

Strategi Perancangan Dan Penerapan Konten Instagram @Helloskinhouse Untuk Meningkatkan Engagement Nasrullah, Muchamad Fajri amirul; Sari, Nurmala
JOURNAL OF APPLIED MULTIMEDIA AND NETWORKING Vol 9 No 1 (2025): Journal of Applied Multimedia and Networking
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jamn.v9i1.9786

Abstract

The growth of the beauty industry in Batam demands business owners, such as Hello Skin, implement effective digital marketing strategies, particularly through the Instagram social media platform. This study aims to design and implement a content marketing strategy for the Instagram account @helloskinhouse to enhance customer engagement. The development method used is design thinking, comprising five stages, empathize, define, ideate, prototype, and test. Data were collected through observations, interviews, and the distribution of questionnaires to 202 respondents, who are followers of @helloskinhouse. The results of the study indicate that the implementation of the content marketing strategy, which includes a variety of content types, persuasive copywriting, appealing visuals, the use of relevant hashtags, and optimal posting times, significantly increased audience interactions by 2,500%. The content marketing index reached 86.20%, and customer engagement achieved 87.22%, both of which are categorized as excellent. Simple linear regression and partial tests (t-tests) demonstrated that content marketing has a positive and significant effect on customer engagement (significance value < 0.05). Thus, a well-structured content marketing strategy has been proven effective in increasing audience engagement and building brand trust on the @helloskinhouse Instagram account amid the competitive beauty industry.
Co-Authors Abdul Hapid Abdul Wahid Suleman Achmad Hidir Adabi, Muhammad Ikhwan Adam, Syahrial Afifah, Ayyi Agustina, Anggi Ahmad Muhtadi Ajuan Ritonga Akmal, Junifar Akmal, Junivar Alfa Syahputra Almira, Della Amanda, Sri Retno Wulandari Amar Salahuddin Amin, Ida Ifdaliah Aminah Aminah Ananta, Dhea Andari, Ella Andica, Juita Aninda T. Puari Aprimadedi Ariani, Peny Ariescha, Putri Ayu Yessy Arini, Fitri Dwi Aristora, Irsadi Arpizal Arpizal Arsyadi, Muallif Asep Saefurohman Asnah Marzuki Asrial Astuti, Emmi Aswan, Dara Mutiara Ayu Wahyuni Ayunda, Desy Sari Azzahrah, Afifah Bahar, Dinillah Salsabila Baiq Ismiwati Bari’ah, Andi Azisah Budiana, Sandi Budiarti, Reni Sulistiyoning Bylla, Salsa Charisma Ayu Pramuditha Chatarina Umbul Wahyuni Dachi, Kanne Damanik, Mia Defna, Saniyyah Delita Sartika Destrinelli Destrinelli, Destrinelli Devra, Desi Devrika Dewi Ratna Sari Djabal Nur Basir Dwi Putri, Irmania Dwi Putri, Shania Dwijayanti, Novia Sri Edi Istiyono Eldine, Achyar Enda Puspitasari Erniwati Erniwati Eva Latifah Nurhayati Fajar Kesuma, Andika Fajri, Nur Fajrin, Dessy Hidayati Fauji, Diah Ayu Septi Febriani , Yessi Febriyanti Panjaitan Febti Kuswanti Feni Pebriani Tarigan, Dwi Fitri Andriani, Fitri Gregorius, Geraldy Gulo, Putra Penyabar Gustian Djuanda H. A. E. Zainal Hasan Hadi, Idham Hadi, Milvan Halawa, Kris Angelina Halim, Didin Hamsinah Hamsinah, Hamsinah Hamzah, Herlina Handayani, Salma Handayani, Salmah Handayani, Sevin Hapsari, Novia Dwi Harahap, Muhamad Haikal Firyaldi Harlis Harlis Hasanah, Fenny Henny Fitriani, Henny Heri Retnawati Herman H, Herman Hidayat Sihotang, Supran Hijrah Amaliah Azis Husna, Fitriatul Hutabarat, Vitrilina I MADE ARTIKA ILHAM Indriana , Meutia Indriana, Meutia Iwan Putra Jabarisutan, Rury Anlifedika Jhowanda, Rahmat Julianty , Siti Muliani Kalliecharan, Ricky Van Karmila, Nita Kembaren, Natasyha Pebrina Br Sembiring Khaeroni, Khaeroni Khairani, Naura Khuzaifah, Khuzaifah Krisna, Putri Kristiana, Titin Kusuma, Ariyanti Laia, Ratnasari Laili Rahmi, Laili Lamana, Aspia Larasati Wulandari, Bayu Latip Lepita, Lepita Lestari, Fitri Alia Lestari, Novi Lestari, Rohmini Indah Lili Suryani Lilis Wahyuni, Lilis Lubend, Sudarman Lubis, Salmah Handayani M Rusdi Manao, Marcella Marjohan, Masno Maser, Wahyu Haryati Meilita, Willi Mhd. Arief Hasan, Mhd. Arief Mohammad Fauziddin Muchamad Fajri Amirul Nasrullah Muflihan, Yenni Muhammad Guntur, Muhammad Muhammad Sofwan Mulya, Fitra Muniroh, Leny Musa, Bulkis Muslim , Fachruddiansyah Mustam, Mariaulfa Mustari, Andi Muzakkir Muzakkir Nababan, David Nadhira, Syarifah Nainggolan, Aurina Nasori, Ahmad Nasywa, Dinda Natalia, Desfaur Ni Ken Ritchie, Ni Ken Nika Rahma Yanti Nisya , Aulia Aradia Novia Sri Dwijayanti Novriza, Ferdiansyah Nur Afni Nur Fadia, Fenti Nur Haedar Nurcahyati Nurrahman, Taufik Nurul Hasanah Nurul Inayah Nurul Yaqin Nurulwati, Nurulwati Nurus Shalihin, Nurus Oky Nur Pratiwi Johansyah Olivia , Namirah Nur Pasaribu, Rihan Addilah Paulina Taba Permatasari, Nur Umriani Pramika, Depi Prihandari, Ayu Puari, Aninda T. Purba, Theresia Widi Astuti Purbani, Widsyastuti Putra Gulo, Penyabar Putra, Iwan Putri, Qhanazsa Ananda Qusthoniah, Qusthoniah Rahmadani, Maghfira Rahmadani, Tasya Raihan Siddik, Muhammad Ramdani, Nurfika Rapi, Prayiska Mariana Rasimin Razali, Mariany Renea Shinta Aminda Ria Novianti Rini Anggraeni Rino Sardanto Risma Niswaty Rizki Ananda Rizki Sembiring, Fanny Romi Kurniadi Rosidi, Ahyar Roslan, Syafika Rosmiati Rosmiati Rosmiati Rostikawati, R. Teti RR. Ella Evrita Hestiandari Rusnam Rusnam Safitri, Meliya Sahara Sahara Salman Salman Salman, Nur Latifah Salsabila Sandi, M. Saptiani, Bintang Indah Saputra, Aliffia Indira Irvine Saputri , Fadlina Sari Br Sijabat, Octanina SARI, CINDY PERMATA Sari, Intan Wulan Sari, Riska Novita Sarwani Sarwani, Sarwani Sholeha, Siti Khoirunnisa As Siahaan, Desi Natalia Siahaan, Jekson Martiar Siahaan, Ungkap Sihotang, Supran Hidayat Silvany, Rika Simamora, Antonia Yunita simanjuntak, kresensia br Simanjuntak, Labora Sinurat, Ries Ruth Rytond Siradjuddin, Mutmainnah SIREGAR, DWI RAYANA Siregar, Siti Rahmadhani Siti Hajar Siti Syuhada Sitorus, Atikah Situmorang, Mei Sony Bernike Magdalena Sitorus Sri Wahyuni Sriwahyuni, Eka Suci Ramadhani, Suci Sudarman, Muh Fitrah Nurjaya Sudawan Supriadi Sudewi Sudewi Sudharsono, Muhammad Sunita Dasman Supramono Suseno, Giri Syamsiar, Syamsiar Tambunan, Ika Julianti Tambunan, Pravil Mistryanto Tanjung, Jessica Tarigan, Dwi Feni Pebriani Br Tenri Ayu Adri Teuku Ilhami Surya Akbar Toni Ahmad Subekti Tryaningsih , Ucy Utami, Adinda Mega Utomo, Widodo Budi Uyun Harahap, Qurrotul Variza Aditiya Vita Rosaline Fahri Wahyu Mulyadi Wan Fachruddin Warna, Eka Waruwu, Nofirman Yantoni Widaningsih, Yuyun Widayanti, Satri Widyastuti Purbani Wulandari, Bayu Larasati Wulansari Prasetyaningtyas, Wulansari Yanti Laia, Fenida Yanti, Dinda Yanti, Nika R. Yoserizal " Yuli Budiati Yusnidar Yusnidar Zahwa, Putri Naysila Zainal Abidin Zulisa, Zulisa