Pengaruh Kualitas Konten Visual dan Terpaan Fitur Reels Terhadap Engagement pada Instagram @kopikenangan.id

Aditia Anggraeni Agustin (Universitas Islam Sultan Agung)
Khonsa Fitriyani (Universitas Islam Sultan Agung)
Dian Marhaeni Kurdaningsih (Universitas Islam Sultan Agung)

Jejak digital: Jurnal Ilmiah Multidisiplin
Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER

This study was motivated by an apparent discrepancy between the engagement rate of the @kopikenangan.id Instagram account as initially observed via SocialBlade and the account's high level of visual content activity and use of the Reels feature. This situation highlighted the need for an empirical examination of the factors influencing audience engagement. The study aims to examine the impact of Visual Content Quality and Exposure to the Reels Feature on engagement with the @kopikenangan.id Instagram account, utilizing Uses and Gratifications Theory as a framework to explain that audiences are active media users who select and consume content based on their needs and interests. A quantitative approach employing a survey method was used. Purposive sampling was applied to select 100 followers of the @kopikenangan.id Instagram account as respondents. Data analysis was conducted using multiple linear regression with IBM SPSS Statistics version 27. The results indicate that Visual Content Quality has a positive and significant effect on engagement with the @kopikenangan.id Instagram account, with a calculated t-value of 6.460 and a significance level of 0.000. Exposure to the Reels Feature also has a positive and significant effect on engagement, with a calculated t-value of 10.807 and a significance level of 0.000. Simultaneously, Visual Content Quality and Exposure to the Reels Feature significantly influence engagement, with a calculated F-value of 68.562 and a significance level of 0.000. The coefficient of determination (R²) of 0.586 indicates that these two variables contribute 58.6% to engagement, while the remaining 41.4% is influenced by factors outside the scope of this study. The study concludes that Visual Content Quality and Exposure to the Reels Feature significantly influence engagement with the @kopikenangan.id Instagram account. Furthermore, the results indicate that the initial assumption of low engagement based on SocialBlade observations was not fully confirmed, as measurements taken from respondents revealed that audience engagement fell into the high category. These findings demonstrate the necessity of measuring engagement based on audience responses through empirical testing.