Main Article Content
Abstract
Public awareness regarding the importance of safe drugs and food is crucial. However, products still have the potential to be unsafe, so the community needs to be equipped with knowledge through Information, Education, and Communication (IEC). Due to advances in information technology and the increasing number of internet users, IEC can be conducted through electronic and social media to reach a wider audience. Instagram is one of the platforms used by the Indonesian Food and Drug Authority (Indonesian FDA) Regional Office in Ambon for IEC. It has the potential to serve as a medium for communicating, disseminating information, and educating the public about safe drugs and food. However, an analysis of Instagram user engagement with the content created is needed. This study aims to determine Instagram user engagement with content formats on the Indonesian FDA Regional Office in Ambon. Instagram account using quantitative research methods with a descriptive approach. The research-dependent variable is the content format (video, photo, infographic), and the independent variable is engagement (like, comment, save, share). Engagement analysis was conducted on 509 posts during 2023, consisting of 51 (10.02%) video content, 174 (34.19%) photos, and 284 (55.80%) infographics. The results of the analysis show that photo content formats have higher engagement than videos and infographics, with an average number of likes (25.03), saves (0.29), and shares (0.69). Meanwhile, video content formats have a higher average number of comments (0.14) compared to photos and infographics. This study concludes that photo and video content have higher engagement, so it can be chosen as priority content to increase follower engagement on the Indonesian FDA Regional Office in Ambon Instagram account.
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References
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References
Arifah, N., & Anggapuspa, M. (2023). Pengaruh Elemen Visual Pada Konten Instagram Rintik Sedu Dalam Meraih Engagement Audiens. Jurnal Barik, 4(3): 141–151. https://ejournal.unesa.ac.id/index.php/JDKV/article/view/51054
Aulia F. Putra, Hafiar, H., Sani Anwar. (2020). Pengelolaan Aktivitas Media Sosial Akun Instagram @ Misterbrewok Oleh Tim Media Sosial Misterbrewok. Progressio, I (I): 1–16. http://dx.doi.org/10.52429/progressio.v1i1.381.
Badan Pengawas Obat dan Makanan. (2020). Peraturan Badan Pengawas Obat Dan Makanan Nomor 9 Tahun 2020 Tentang Rencana Strategis Badan Pengawas Obat Dan Makanan Tahun 2020-2024. Jakarta
Balai POM di Ambon. (2024). Laporan Tahunan BPOM di Ambon Tahun 2023. Ambon.
Bonilla-Quijada, M., Del Olmo, J. L., Andreu, D., dan Ripoll, J. (2023). Customer Engagement On Instagram For Luxury Fashion Brands: An Empirical Comparative Analysis. Cogent Social Sciences, 9(1). https://doi.org/10.1080/23311886.2023.2235169.
Emeilia, R. I., Andhikasari, R., Muntazah, A., N., dan Aziz, A. (2024). Workshop Penggunaan Instagram Sebagai Strategi Bisnis Pemasaran Digital Bagi Rismada (Remaja Masjid Raudhatul Huda). Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat, 3(1), 31–41. http://doi.org/10.47233/jpmittc.v3i1.1515.
Hellberg, M. (2015). Visual Brand Communication on Instagram: A Study On Consumer Engagement. Helsinki: Penerbit Department of Marketing Hanken School of Economics.
Santoso, Amanda. P., Baihaqi Imam dan Persada Satria F. (2017). Pengaruh Konten Post Instagram terhadap Online Engagement: Studi Kasus Pada Lima Merek Pakaian Wanita. Jurnal Teknik ITS, 6 (1): A-217-A-221.
Saraswati, D. A., dan Hastasari, C. (2020). Strategi Digital Content Marketing pada Akun Media Sosial Instagram Mojok.co Dalam Mempertahankan Brand Engagement. Biokultur, 9(2): 152. http://dx.doi.org/10.20473/bk.v9i2.22980.
Sinaga, Dorothea, L & Rossi, Fetty & Firmansyah, Riza. (2024). Pemanfaatan Platform Instagram @desawisatasayan Sebagai Media Promosi di Desa Wisata Sayan. Jurnal Altasia. 6(1): 75-87. https://doi.org/10.37253/altasia.v6i1.9011.
Wijayanti, A. Y. (2022). Analisis User Engagement pada Akun Instagram Perpustakaan di Masa Covid-19. Jurnal Pustaka Ilmiah, 8(2): 48. https://dx.doi.org/10.20961/jpi.v8i2.62061.
https://databoks.katadata.co.id/datapublish/2024/04/12/peta-penetrasi-dan-kontribusi-internet-indonesia-2024-jawa-tertinggi (diakses pada tanggal 03 Mei 2024).