Rahayu, Benaudita Peribudi and Budi Fajar Supriyanto, S.Kom, M.Kom, (2024) Perbandingan Engagement Rate Konten Soft Selling dan Konten Hard Selling Pada Instagram Reels (Studi Kasus : @ethicacollection). Diploma thesis, Universitas Brawijaya.
Abstract
Instagram menyediakan fitur reels yang efektif dalam meningkatkan engagement rate. Hal tersebut dapat dilakukan dengan memperhatikan 2 macam jenis konten, yaitu konten soft selling dan hard selling. Dilakukannya penelitian ini untuk mengetahui perbandingan engagement rate konten reels jenis soft selling dan hard selling. Serta, untuk mengetahui apakah kedua jenis konten tersebut dapat membantu dalam meningkatkan engagement rate. Pengambilan data dilakukan selama 1 hari menggunakan teknik dokumentasi untuk mengumpulkan data insight konten reels berupa like, comments, dan share. Data insight konten diambil dari 60 konten yang dikategorikan menurut jenis kontennya yaitu : (a) 30 konten reels jenis soft selling. (b) 30 konten reels jenis hard selling. Dari data yang telah dikumpulkan, akan dianalisis menggunakan rumus engagement rate, sehingga didapatkan hasil bahwa : (1) Konten reels jenis hard selling memiliki engagement rate lebih tinggi yaitu 0,14% dibandingkan dengan engagement rate konten reels jenis soft selling sebesar 0,12%. (2) Kedua jenis konten tersebut masih kurang membantu dalam meningkatkan engagement rate. Karena, hasil rata-rata engagement rate dari kedua jenis konten reels tersebut < 1% dan termasuk ke dalam kategori Very Low Engagement Rate. Adapun batasan masalah hanya menghitung engagement rate dari konten reels jenis soft selling dan hard selling
English Abstract
Instagram provides reels feature that is effective in increasing engagement rates. This can be done by paying attention to 2 types of content, namely soft selling and hard selling content. This research was conducted to compare the engagement rate of soft selling and hard selling content reels. Also, to find out whether the two types of content can help in increasing the engagement rate. Data collection was carried out for 1 day using documentation techniques to collect content data insight in the form of likes, comments, and shares. Content data insight was taken from 60 contents categorized by its content type, namely: (a) 30 soft selling type content reels. (b) 30 hard selling content reels. From the data that has been collected, it will be analyzed using the engagement rate formula, so that the results obtained are: (1) Hard selling content reels have a higher engagement rate of 0.14% compared to the engagement rate of soft selling content reels that reach only 0.12%. (2) Both types of content are still not helpful in increasing engagement rates. Because, the average engagement rate of the two types of content reels is < 1% and falls into the Very Low Engagement Rate category. The problem limitation only calculates the engagement rate of soft selling and hard selling content reels.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0524170166 |
| Uncontrolled Keywords: | Instagram, Reels, Engagement Rate, Soft Selling, Hard Selling- |
| Divisions: | Program Vokasi > D3 Teknologi Informasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 05 Jul 2024 03:37 |
| Last Modified: | 05 Jul 2024 03:37 |
| URI: | http://repository.ub.ac.id/id/eprint/222025 |
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