Qualitative Content Analysis of Audience Engagement on Indosat Ooredoo Hutchison Instagram Reels: Dominance of Service Complaints in Two-Way Communication

Ariska Lailis Suwandi (Universitas Dr. Soetomo)
Didik Sugeng Widiarto (Universitas Dr. Soetomo)
Zulaikha (Universitas Dr. Soetomo)

Indonesian Journal of Contemporary Multidisciplinary Research
Vol. 5 No. 4 (2026): July 2026

This study examines 200 comments from a total of 1,071 comments on a single pinned Reels post in order to measure audience interaction with Instagram Reels videos from the Indosat Ooredoo Hutchison account. This study's main goal was to determine whether these comments actually addressed the video's content and created a two-way conversation, or if they turned into a platform for grievances over network outages and customer support. Qualitative content analysis was employed, along with a theme categorization approach to comments and a contextual reading of user-administrator interactions. The findings revealed that the majority of comments were administrative responses, network complaints, unsuccessful transactions, requests for checks via direct message, and repetitive service rather than being focused on the video content