<![CDATA[This study aims to analyze the influence of Social media marketing activities characteristics, consisting of trendiness, entertainment, interactivity, customization, and perceived usefulness, on customer engagement on the Instagram account @btw_academy_jakarta. This study employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 234 respondents selected using a non-probability sampling technique with a purposive sampling method. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The results of the hypothesis testing indicate that trendiness, entertainment, interactivity, customization, and perceived usefulness have a positive and significant influence on customer engagement on the Instagram account @btw_academy_jakarta. These findings indicate that presenting content that is up-to-date, engaging, interactive, tailored to audience needs, and perceived as useful can enhance audience engagement with the @btw_academy_jakarta Instagram account. ]]>
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