MEASUREMENT OF SOCIAL MEDIA MARKETING EFFECTIVENESS AND CUSTOMER ENGAGEMENT COMPARISON BETWEEN FACEBOOK AND INSTAGRAM: THE CASE STUDY OF NGOPI UK IN BIRMINGHAM

• Main Author: Ramadhanty, Maghfira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64714
• Institution: Institut Teknologi Bandung

Social media has become a very important part of our daily life. Ever since the internet gets more and more easily accessed, it indirectly also expands the benefits of social media, which includes the offering of new marketing tools for marketers. As a newly-established coffee shop, Ngopi UK, which is the first Indonesia coffee shop to be built in the UK, aims to implement a marketing strategy that can make them gain a large amount of profit with as minimum effort as possible. But currently, they are lack of big budget to be allocated in marketing programs. For the last few months, Ngopi UK has depended on social media to do their marketing job. Therefore, they determine to know the performance of their current social media, which are Facebook and Instagram. They want to understand whether or not their social media marketing (“SMM”) strategy have been effective in raising sales and which one of them is more effective in engaging customers. Primary data is collected directly from Ngopi UK. Two types of data are used, consisting of sales report and social media metrics. This data gathering is conducted for the period of July to December 2018. This research uses two kinds of method for data analysis, independent t-test and customer engagement formulas. In order to measure the effectiveness of Ngopi UK’s current social media marketing, the author makes a comparison of sales report between July- September 2018, which is before the SMM implementation, and October-December 2018, after SMM has been implemented. Meanwhile, to acknowledge the social media that delivers better effectiveness in engaging customers, the author compares the results from the calculation of both social media metrics, in which likes, comments, and impressions are among them. The result of this study indicates that after implementing SMM, Ngopi UK experiences an increase in customers’ brand awareness. Aside from that, after evaluating the results from Ngopi UK’s social media metrics, it is shown that Instagram is more effective in doing customer engagement. Based on the research result, new coffee shops like Ngopi UK can be more focused on allocating their resources on Instagram, if they are not quite capable or under the financial limitation of using more than one social media as their marketing channel