Analisis Efektivitas Kualitas Konten Instagram Menggunakan Customer Response Index (CRI) pada Instagram @studio.dapur
Keywords:
Effectiveness, Content Quality, Instagram, Customer Response Index, Studio Dapur
Abstract
Penelitian ini bertujuan untuk mengetahui efektivitas kualitas konten instagram @studio.dapur. Metode yang digunakan dalam penelitian ini adalah kuantitatif deskriptif dengan total 100 responden yang merupakan followers dari @studio.dapur. Teknik analisis yang digunakan pada penelitian ini adalah Customer Response Index sebagai alat ukur efektivitas respon konsumen, dimana respon diukur dalam beberapa tingkatan yakni awareness, comprehend, interest, intention, dan action. Hasil penelitian ini menunjukan bahwa kualitas konten instagram menghasilkan nilai CRI sebesar 55% yang masuk dalam kategori cukup efektif.
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Brubaker, P. J., & Wilson, C. (2018). Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships. Public Relations Review, 44(3), 342-352. https://doi.org/10.1016/j.pubrev.2018.04.010
Faradella, R. (2022). Pengaruh kualitas konten pemasaran pada instagram mutiara cosmetics terhadap keputusan pembelian. [Undergraduate thesis, Universitas Atma Jaya Yogyakarta]. https://e-journal.uajy.ac.id/27857/
Ghozali. (2015). Metode penelitian kualitatif dan kuantitatif. Ar-Ruzz Media Yogyakarta.
Hootsuite (We are Social): Indonesian Digital Report 2023. (2023, April 18). Dosen, Praktisi, Konsultan, Pembicara/Fasilitator Digital Marketing, Internet marketing, SEO, Technopreneur dan Bisnis Digital. Retrieved July 27, 2024, from https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2023/
Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online marketing (1st ed.). Kogan Page.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson Education, Inc.
Kriyantono, R. (2007). Teknik riset praktis komunikasi: disertasi contoh praktis riset media, public relations, advertising, komunikasi organisasi, komunikasi pemasaran. Jakarta Kencana.
Kurnianto, Y. T. (2020, September 9). Pemanfaatan media sosial instagram sebagai media promosi pemasaran minuman di banjarbaru (studi pada akun instagram @tempatbiasa.kopi). [Diploma thesis, Universitas Islam Kalimantan MAB] Repository UNISKA. Retrieved march 27, 2024, from https://eprints.uniska-bjm.ac.id/2001/
Laudon, K. C., & Laudon, J. P. (2018). Management information systems: managing the digital firm (15th ed.). Pearson.
Lewis, D. (2023). What is a Good Engagement Rate on Instagram? — Scrunch. Scrunch. Retrieved March 28, 2024, from https://scrunch.com/blog/what-is-a-good-engagement-rate-on-instagram
Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: effects on consumer decision - making process. International Journal of Marketing Studies, 4(2), 121-129. 10.5539/ijms.v4n2p121
Moatti, V., & Moedas, C. A. (2018, June 24). How Instagram became the natural showcase for the fashion world. The Independent. Retrieved March, 2024, from https://www.independent.co.uk/life-style/fashion/features/instagram-fashion-industry-digital-technology-a8412156.html
Novikasari, I. (2016). Uji validitas instrumen. Insitut Agama Islam Negeri Purwokerto.
Phlanx. (2024). Instagram Engagement Calculator. Phlanx. Retrieved March, 2024, from https://phlanx.com/engagement-calculator
Puspitasari, A. D. (2018). Efektivitas pesan iklan endorsement hp spectre x360 pada akun instagram ilustrator andika nugraha berdasarkan perhitungan customer response index dengan konsep aisas. [Undergraduate thesis, Universitas Atma Jaya Yogyakarta]. https://e-journal.uajy.ac.id/16929/1/KOM04871.pdf
Sugiyono. (2017). Metode Penelitian kuantitatif, kualitatif, dan r&d (27th ed.). Alfabeta Bandung.
Warpindyastuti, L. D. (2022). Analisa efektivitas iklan phd dengan metode customer response index. Perspektif: Jurnal Ekonomi & Manajemen Universitas Bina Sarana Informatika, 20(2), 125-130. https://doi.org/10.31294/jp.v17i2
Wulandari, A., & Lutfiyanti, N. L. (2018). Efektivitas penggunaan akun instagram @larissacenter sebagai media beriklan larissa aesthetic center berdasarkan metode customer response index (cri). Channel Jurnal Komunikasi, 6(2), 177-182. http://dx.doi.org/10.12928/channel.v6i2.11579
Zellatifanny, C. M., & Mudjiyanto, B. (2018). Tipe penelitian deskripsi dalam ilmu komunikasi. Jurnal Diakom, 1(2), 83-90.
Published
2024-08-01
Section
Articles
Copyright (c) 2024 Agisny Agisny, Ismail Yusuf, Nizza Nadya Rachmani
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