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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Sumarwan Ujang
Sekolah Bisnis IPB Bogor
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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OPTIMIZATION OF CONTENT STRATEGY AND SOCIAL MEDIA ENGAGEMENT: A CASE STUDY OF KOPI JAGO ON INSTAGRAM Sagala Pebri Antoni; Sumarwan Ujang; Yuliati Lilik Noor
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i3.3816

Abstract

This study aims to analyze the content strategy and user engagement with the Instagram account of Kopi Jago, a mobile-based local coffee brand. Using content analysis, A/B testing, and sentiment analysis methods, this study evaluates 889 posts from 2019 to 2024. The results indicate that video content generates higher comments (69%) compared to photos, while shorter captions drive more likes. Neutral sentiment dominates (40%), with frequent complaints about stock availability and customer service. This research implies that a content strategy focused on video storytelling and improved customer service responses are key to building brand loyalty and a positive brand image.
Co-Authors Sagala Pebri Antoni Yuliati Lilik Noor