Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue

OPTIMIZATION OF CONTENT STRATEGY AND SOCIAL MEDIA ENGAGEMENT: A CASE STUDY OF KOPI JAGO ON INSTAGRAM

Sagala Pebri Antoni (Sekolah Bisnis IPB Bogor)
Sumarwan Ujang (Sekolah Bisnis IPB Bogor)
Yuliati Lilik Noor (Sekolah Bisnis IPB Bogor)

Article Info

Publish Date
11 Aug 2025

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.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Website

Abbrev

MORFAI

Publisher

CV. RADJA PUBLIKA

Subject

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

Description

MORFAI This journal will publish research articles or studies that are multidisciplinary in nature, including: education, law, health, agriculture, engineering, energy, technology, and social science. This journal is dedicated to explore and socialize many creative and innovative thought who focus ...