ANALYSIS THE EFFECT OF INSTAGRAM CONTENT MARKETING ON COSTUMER ENGAGEMENT : CASE STUDY ON MICROMINE INSTAGRAM

• Main Author: Mohamad, Yudhatama
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77570
• Institution: Institut Teknologi Bandung

One of the key forces behind Indonesia's economic growth over a long period of time has been the mining sector. The industry makes a considerable contribution to Indonesia's GDP. Companies need to develop policies and procedures that support and integrate the digital strategy across all levels of the organization. In recent years, the mining industry has embraced a wide range of digital technology. The number of internet users worldwide has risen to 4.5 billion in the current digital era. According to this statistic, more than half of all people on Earth, or more than 60 percent, are now internet users. There are 4.5 billion internet users worldwide, and the two main themes that draw them online are social media and internet users' behavior. Social media marketing (SMM) is the use of social media for business purposes to advertise products or events in order to draw potential customers online. Numerous firms have started looking for the best ways to use community websites in building lasting relationships as a result of the enormous growth of these websites. A mining company's marketing and communications strategy must increasingly include social media marketing. A mining software company called Micromine Indonesia engages in digital marketing, specifically using the Instagram platform. Products, discount promotions, tips and techniques, product knowledge, educational content, webinar information, and activities (events) are all part of Micromine Indonesia's content marketing strategy on Instagram. The number of views on the story, the number of likes on the post, and the number of unique followers are all relatively low for Micromine Indonesia, which has around 1.5 thousand followers. Although it is believed that different content has been loaded and creatively packaged throughout the last six months, the source of the followers has never been looked into, and Instagram itself still doesn't provide performance analysis. The results of this study reveal the types of posts that Micromine Indonesia itself should be posting on Instagram, raising the question of whether the content that Micromine Indonesia has so far provided has had an impact on the performance of Micromine Indonesia's customer engagement. How does the audience feel about Micromine Indonesia right now? Do they feel close to the company or do they still think that it isn't very active on Instagram when it comes to posting new content.