THE EFFECT OF POST CONTENT TYPE ON ONLINE ENGAGEMENT (STUDY CASE: DET-URGENT)

• Main Author: Muthia Hidayat, Azka
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68509
• Institution: Institut Teknologi Bandung

Det-Urgent is a company that produces eco-friendly detergent. The company currently promotes the product through Instagram. However, the results are not good enough. Based on the research, one of the most vital tools for content marketing to increase Instagram online engagement is content types. There are three content types used in this research which are rational content, interactional content, and transactional content. But the company still didn’t know which content had the most impact on Det-Urgent Instagram. So, the new study is conducted to find out about it. This study aims to know if there’s any difference between the number of online engagements using different types of content, find the most suitable content types for Det-Urgent, as well as give the recommendation for Det-Urgent content strategy. This study will use a quantitative approach using a total of 3554 historical data gathered from the Instagram post of 4 Det-Urgent competitors. For the data analysis, the researcher used Kruskal-Wallis and Dunn’s test to know the effect of the content types on engagement. Based on this study's results, the number of comments and likes for each type of content is significant. Of all of the contents, interactional content gives the most positive impact on likes compared to other types of content. And interactional and transactional content gives the most positive impact on comments compared to rational content. In addition, there are several recommendations for Det-Urgent social media strategy such are posting more interactional content to increase the likes, posting more interactional and transactional content to increase the comments, making the content more straightforward, related, and visually appealing, collaborating more with influencers, and posting more content on Monday and Wednesday to increase the engagement.