PENGARUH KREATIVITAS KONTEN DAN KONSISTENSI BRANDING TERHADAP PERTUMBUHAN ENGAGEMENT INSTAGRAM STUDIO KANU
Abstract
Pertumbuhan engagement Instagram Studio Kanu mengalami tren peningkatan views, dimana pada tahun 2024 sebanyak 25.711 views dengan persentase followers sebesar 28,3% dan tahun 2025 sebanyak 31.411 views dengan persentase followers sebesar 29,4%. Namun views dari non followers mengalami penurunan dimana pada tahun 2024 sebanyak 71,7% sedangkan tahun 2025 menurun menjadi 70,6%. Tujuan penelitian adalah untuk menganalisis pengaruh kreativitas konten dan konsistensi branding terhadap pertumbuhan engagement Instagram Studio Kanu. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi adalah seluruh pengikut (follower) Instagram Studio Kanu sebanyak 570 orang pengikut (followers) dan sampel sebanyak 85 orang. Alat pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian dan pembahasan, maka dapat diambil simpulan bahwa kreativitas konten dan konsistensi branding berpengaruh terhadap pertumbuhan engagement Instagram Studio Kanu.
References
Abas, S.W.W., 2024. Peran content creator Instagram dalam branding media sosial di Hotel Aria Centra Surabaya. RELASI: Jurnal Penelitian Komunikasi, 4(4), pp.78–86. Available at: https://doi.org/10.69957/relasi.v4i04.1656
Ao, L., 2023. Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), p.2744. Available at: https://doi.org/10.3390/su15032744
Ayoubi, S.B.A. and Sadiqi, A., 2024. The impact of visual content on consumer engagement and buying behavior in Herat Province: A social media perspective. International Journal of Marketing Studies, 16(1), pp.45–59. Available at: https://doi.org/10.5539/ijms.v16n1p45
Bianchi, C. and Andrews, L., 2019. Brand consistency in omnichannel retailing: Impact on consumer perception and purchase intention. International Journal of Retail & Distribution Management, 47(10), pp.1059–1075. Available at: https://doi.org/10.1108/IJRDM-10-2018-0271
Brodie, R.J., Hollebeek, L.D., Jurić, B. and Ilić, A., 2019. Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 22(3), pp.271–288. Available at: https://doi.org/10.1177/1094670519843558
Calder, B.J., Malthouse, E.C. and Schaedel, U., 2020. An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 49, pp.1–15. Available at: https://doi.org/10.1016/j.intmar.2019.08.002
Cao, N., Isa, N.M., Perumal, S. and Chen, C., 2025. Perceived value, consumer engagement, and purchase intention in virtual influencer marketing: The role of source credibility and generational cohort. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), p.150. Available at: https://doi.org/10.3390/jtaer20020150
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2020. Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 29(5), pp.618–636. Available at: https://doi.org/10.1108/JPBM-12-2019-2813
Djakasaputra, A. and Nawawi, M.T., 2024. The role of social media in building trust, creativity, and satisfaction for millennial entrepreneurs. International Journal of Management Science and Application, 3(2), pp.98–109. Available at: https://doi.org/10.58291/ijmsa.v3i2.297
Emarsys, 2025. The ultimate guide to customer engagement: Strategies for growth in digital marketing. Emarsys Insights. Available at: https://www.emarsys.com/insights/customer-engagement-guide
Fadrin, S., Lestari, R. S., & Boer, R. F. (2021). Pengaruh Penggunaan Instagram Terhadap Minat Audisi Mojang Jajaka Kota Bogor 2019. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 271-284. https://doi.org/10.31955/mea.v5i2.1149
Ghozali, I., 2021. Aplikasi analisis multivariate dengan program IBM SPSS 25. 10th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Juhaidi, A., Fuady, M.N., Ramadan, W. and Ma’ruf, H., 2024. Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world. Nurture, 18(2), pp.435–455. Available at: https://doi.org/10.55951/nurture.v18i2.642
Keller, K.L. and Swaminathan, V., 2022. Strategic brand management: Building, measuring, and managing brand equity. 5th ed. Harlow: Pearson.
Kolo, C., Roth, A. and Haumer, F., 2024. Social media influencers as content creators in the creative economy. Journal of Creative Industries and Cultural Studies, 11(2), pp.52–82. Available at: https://doi.org/10.56140/JOCIS-v11-6
Octaviana, E., Zahara, Z., Ponirin, P., & Farid, F. (2024). Peran content marketing Instagram sebagai strategi menumbuhkan brand awareness pada usaha Springshop_PLW. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 289-304. https://doi.org/10.31955/mea.v8i3.4432
Rubik, A., 2022. The role of social media in creativity management in advertising agencies. International Journal of E-Services and Mobile Applications, 14(1), pp.1–18. Available at: https://doi.org/10.4018/ijesma.296583
Sugiyono, 2020. Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. 20th ed. Bandung: Alfabeta.
Wilis, R. (2023). SOCIAL MEDIA MARKETING STRATEGY IN INCREASING BRAND AWARENESS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1914-1024. https://doi.org/10.31955/mea.v7i2.3073
Ao, L., 2023. Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), p.2744. Available at: https://doi.org/10.3390/su15032744
Ayoubi, S.B.A. and Sadiqi, A., 2024. The impact of visual content on consumer engagement and buying behavior in Herat Province: A social media perspective. International Journal of Marketing Studies, 16(1), pp.45–59. Available at: https://doi.org/10.5539/ijms.v16n1p45
Bianchi, C. and Andrews, L., 2019. Brand consistency in omnichannel retailing: Impact on consumer perception and purchase intention. International Journal of Retail & Distribution Management, 47(10), pp.1059–1075. Available at: https://doi.org/10.1108/IJRDM-10-2018-0271
Brodie, R.J., Hollebeek, L.D., Jurić, B. and Ilić, A., 2019. Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 22(3), pp.271–288. Available at: https://doi.org/10.1177/1094670519843558
Calder, B.J., Malthouse, E.C. and Schaedel, U., 2020. An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 49, pp.1–15. Available at: https://doi.org/10.1016/j.intmar.2019.08.002
Cao, N., Isa, N.M., Perumal, S. and Chen, C., 2025. Perceived value, consumer engagement, and purchase intention in virtual influencer marketing: The role of source credibility and generational cohort. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), p.150. Available at: https://doi.org/10.3390/jtaer20020150
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2020. Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 29(5), pp.618–636. Available at: https://doi.org/10.1108/JPBM-12-2019-2813
Djakasaputra, A. and Nawawi, M.T., 2024. The role of social media in building trust, creativity, and satisfaction for millennial entrepreneurs. International Journal of Management Science and Application, 3(2), pp.98–109. Available at: https://doi.org/10.58291/ijmsa.v3i2.297
Emarsys, 2025. The ultimate guide to customer engagement: Strategies for growth in digital marketing. Emarsys Insights. Available at: https://www.emarsys.com/insights/customer-engagement-guide
Fadrin, S., Lestari, R. S., & Boer, R. F. (2021). Pengaruh Penggunaan Instagram Terhadap Minat Audisi Mojang Jajaka Kota Bogor 2019. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 271-284. https://doi.org/10.31955/mea.v5i2.1149
Ghozali, I., 2021. Aplikasi analisis multivariate dengan program IBM SPSS 25. 10th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Juhaidi, A., Fuady, M.N., Ramadan, W. and Ma’ruf, H., 2024. Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world. Nurture, 18(2), pp.435–455. Available at: https://doi.org/10.55951/nurture.v18i2.642
Keller, K.L. and Swaminathan, V., 2022. Strategic brand management: Building, measuring, and managing brand equity. 5th ed. Harlow: Pearson.
Kolo, C., Roth, A. and Haumer, F., 2024. Social media influencers as content creators in the creative economy. Journal of Creative Industries and Cultural Studies, 11(2), pp.52–82. Available at: https://doi.org/10.56140/JOCIS-v11-6
Octaviana, E., Zahara, Z., Ponirin, P., & Farid, F. (2024). Peran content marketing Instagram sebagai strategi menumbuhkan brand awareness pada usaha Springshop_PLW. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 289-304. https://doi.org/10.31955/mea.v8i3.4432
Rubik, A., 2022. The role of social media in creativity management in advertising agencies. International Journal of E-Services and Mobile Applications, 14(1), pp.1–18. Available at: https://doi.org/10.4018/ijesma.296583
Sugiyono, 2020. Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. 20th ed. Bandung: Alfabeta.
Wilis, R. (2023). SOCIAL MEDIA MARKETING STRATEGY IN INCREASING BRAND AWARENESS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1914-1024. https://doi.org/10.31955/mea.v7i2.3073
Published
2026-04-04
How to Cite
Stevens, A., & Defrizal, D. (2026). PENGARUH KREATIVITAS KONTEN DAN KONSISTENSI BRANDING TERHADAP PERTUMBUHAN ENGAGEMENT INSTAGRAM STUDIO KANU. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2273-2287. https://doi.org/10.31955/mea.v10i1.7338
Section
Articles
Copyright (c) 2026 Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
