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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 Adri, Tenri Ayu Ahmad Muhtadi AHMAD SUBEKTI, TONI Ajuan Ritonga Akmal, Junifar Akmal, Junivar Alfa Syahputra Almira, Della Amanda, Sri Retno Wulandari Amar Salahuddin Amin, Ida Ifdaliah Andari, Ella Aprimadedi Ariani, Peny Ariescha, Putri Ayu Yessy Arpizal Arsyadi, Muallif Asep Saefurohman Aswan, Dara Mutiara Ayu Wahyuni Ayunda, Desy Sari Bahar, Dinillah Salsabila Budiana, Sandi Budiarti, Reni Sulistiyoning Charisma Ayu Pramuditha Dachi, Kanne Damanik, Mia Delita Sartika Devra, Desi Devrika Dewi Ratna Sari Djuanda, Gustian Dwi Putri, Irmania Dwi Putri, Shania Dwijayanti, Novia Sri Edi Istiyono Eldine, Achyar Enda Puspitasari Erniwati Erniwati Fajar Kesuma, Andika Fajrin, Dessy Hidayati Febriyanti Panjaitan Febti Kuswanti Feni Pebriani Tarigan, Dwi Fitri Andriani, Fitri Gregorius, Geraldy Gulo, Putra Penyabar H. A. E. Zainal Hasan Hadi, Idham Hadi, Milvan Halawa, Kris Angelina Halim, Didin Handayani, Salma Handayani, Salmah Hapsari, Novia Dwi Harahap, Muhamad Haikal Firyaldi Harlis Harlis Hasanah, Fenny Henny Fitriani, Henny Heri Retnawati Herman H, Herman Hijrah Amaliah Azis Husna, Fitriatul Hutabarat, Vitrilina I MADE ARTIKA Iwan Putra Johansyah, Oky Nur Pratiwi Kalliecharan, Ricky Van Karmila, Nita Kembaren, Natasyha Pebrina Br Sembiring Khaeroni, Khaeroni Khuzaifah, Khuzaifah Krisna, Putri Kristiana, Titin Kusuma, Ariyanti Laili Rahmi, Laili Lamana, Aspia Larasati Wulandari, Bayu Latip Lepita, Lepita Lestari, Fitri Alia Lestari, Rohmini Indah Lili Suryani Lilis Wahyuni, Lilis Lubend, Sudarman Lubis, Salmah Handayani M Rusdi Manao, Marcella Maser, Wahyu Haryati Meilita, Willi Mhd. Arief Hasan, Mhd. Arief Muhammad Fauzi Muhammad Guntur, Muhammad Mulya, Fitra Muniroh, Leny Muslim , Fachruddiansyah Mustam, Mariaulfa Mustari, Andi Nababan, David Nainggolan, Aurina Nasori, Ahmad Nasrullah, Muchamad Fajri Amirul Natalia, Desfaur Ni Ken Ritchie, Ni Ken Novia Sri Dwijayanti Novriza, Ferdiansyah Nur Fadia, Fenti Nurul Inayah Nurul Yaqin Nurulwati, Nurulwati Nurus Shalihin, Nurus Pasaribu, Rihan Addilah Pramika, Depi Prihandari, Ayu Purba, Theresia Widi Astuti Putra, Iwan Qusthoniah, Qusthoniah Rahmadani, Maghfira Rahmadani, Tasya Raihan Siddik, Muhammad Ramdani, Nurfika Rasimin Razali, Mariany Renea Shinta Aminda Ria Novianti Risma Niswaty Rizki Ananda Romi Kurniadi Roslan, Syafika Rosmiati Rosmiati Rostikawati, R. Teti RR. Ella Evrita Hestiandari Safitri, Meliya Saptiani, Bintang Indah Sari, Intan Wulan Sarwani Sarwani, Sarwani Siahaan, Desi Natalia Siahaan, Jekson Martiar Siahaan, Ungkap Silvany, Rika simanjuntak, kresensia br Simanjuntak, Labora Sinurat, Ries Ruth Rytond Siradjuddin, Mutmainnah Siti Hajar Siti Syuhada Sitorus, Atikah Sony Bernike Magdalena Sitorus Sriwahyuni, Eka Subekti, Toni Ahmad Suci Ramadhani, Suci Sudewi Sudewi Sunita Dasman Supramono Tambunan, Ika Julianti Tambunan, Pravil Mistryanto Tarigan, Dwi Feni Pebriani Br Teuku Ilhami Surya Akbar Tryaningsih , Ucy Utami, Adinda Mega Utomo, Widodo Budi Uyun Harahap, Qurrotul Vita Rosaline Fahri Wan Fachruddin Widyastuti Purbani Wulandari, Bayu Larasati Yoserizal " Yuli Budiati