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All Journal Journal of Content and Engagement SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa
Cendani, Ayanda Zahwa Sekar
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Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH PENGGUNAAN CHATBOT DI APLIKASI X @TANYARLTERHADAP MINAT FOLLOWERS UNTUK REPLY Cendani, Ayanda Zahwa Sekar; Cindoswari, Ageng Rara
SCIENTIA JOURNAL Vol 7 No 5 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i5.10591

Abstract

The rapid development of information technology has driven changes in how people interact on social media, including through the use of chatbots. The X @TanyaRL application is a platform that utilizes chatbots to efficiently deliver public service information. However, there are still limitations in the chatbot's ability to understand conversational context, as well as in the quality of the content, which has yet to fully meet user expectations. This has resulted in a low level of follower engagement in replying, highlighting the need for scientific research to understand the factors influencing digital engagement. This study aims to analyze the influence of chatbot usage and content quality on followers’ interest in replying on the X @TanyaRL application. Data was collected from followers through field surveys using a stratified random sampling method. Data analysis was conducted using both quantitative descriptive and qualitative approaches, with the help of SPSS version 26 and multiple linear regression. The results indicate that chatbot usage does not significantly affect followers’ interest (significance value 0.106 > 0.05), whereas content quality has a significant effect (significance value 0.004 < 0.05). Simultaneously, the two variables contribute 43.60% to followers’ interest in replying. Therefore, improving content quality has greater potential to enhance follower interaction compared to relying solely on chatbot functionality Keywords:Chatbot usage, content quality, follower interest, uses and gratification, theory of planned behavioral
The Effect of Content Quality on the @Tanyakanrl Account on Followers' Interest in Responding on the X App Cindoswari, Ageng Rara; Cendani, Ayanda Zahwa Sekar
Journal of Content and Engagement Vol 4 Issue 1 (2026): April 2026
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.4.1.47-69

Abstract

This study aims to analyze the effect of content quality on followers’ interest in replying (behavioral intention) to posts on the @tanyakanrl account on the X app. This study employs a quantitative approach using a correlation method. The population for this study consists of 3,204,423 followers of the @tanyakanrl account, with a sample of 100 respondents determined using the Slovin formula. Data were collected via a questionnaire using a Likert scale and analyzed using simple linear regression with SPSS version 26. The results indicate that content quality has a positive and significant influence on followers’ interest in replying, with a p-value of 0.004 (<0.05). The coefficient of determination (R²) was 0.436, indicating that content quality accounts for 43.6% of the variation in followers’ interest in replying, while the remaining 56.4% is influenced by other factors outside the model. These findings suggest that higher content quality—measured through aspects of relevance, presentation, language, and design—can increase followers’ interest (intent, prediction, and willingness) to actively engage through replies. This study contributes to the development of digital communication research by highlighting the role of content quality as a primary determinant of active engagement on social media platforms.
Co-Authors Ageng Rara Cindoswari