<![CDATA[The use of social media, particularly Instagram, has become a powerful tool for communication, networking, and business promotion. This study aims to analyze user engagement on the Instagram accounts of special Hajj pilgrimage organizers in West Java. Of the 29 PIHKs registered in West Java, 26 Instagram accounts were found and collected as data sources, 6 accounts were inactive within the period leaving 20 accounts as the final research sample, including metrics such as posts, likes, comments, and followers. The findings revealed positive correlations between comments likes, comments-followers, likes-followers, and likes-posts. However, no statistically significant correlation was found between comments-posts and followers-posts. Interestingly, none of these variables showed a significant correlation with overall engagement rates. Among the 20 accounts examined, only two demonstrated high engagement rates, with values of 10.42 and 8.91 respectively; the remaining 18 had low engagement. The study concludes that comments are positively correlated with likes and followers, and likes are positively correlated with followers and posts. The research suggests that organizers should develop daily content strategies with optimal posting times and compelling copywriting to increase interaction. This study contributes to the growing body of knowledge on how social media impacts the organization and promotion of Hajj pilgrimage services.]]>
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