Analisis Perbandingan Konten Marketing Akun Instagram @kopikenangan.id terhadap Engagement

Ida Bagus Ardhi Putra; I Made Dwi Hita Darmawan; I Gusti Agung Prabandari Tri Putri; Made Irma Dwi Putranti

doi:10.37481/jmoi.v4i2.196

Authors

Ida Bagus Ardhi Putra Universitas Primakara
I Made Dwi Hita Darmawan Universitas Primakara
I Gusti Agung Prabandari Tri Putri Universitas Primakara
Made Irma Dwi Putranti Universitas Primakara

DOI:

https://doi.org/10.37481/jmoi.v4i2.196

Keywords:

Instagram, Content Analysis, Engagement, Kopi Kenangan, Social Media

Abstract

In today’s digital marketing landscape, social media platforms such as Instagram play a crucial role in shaping brand engagement and consumer interaction. Understanding which content formats generate higher engagement can help brands optimize their marketing strategies. This study aims to analyze and compare the engagement levels of three Instagram content formats single images, carousels, and video reels on the official account of Kopi Kenangan (@kopikenangan.id). Using a quantitative content analysis approach, 112 feed posts published between January and April 2025 were examined. Engagement was measured based on the number of likes and comments, and the data were analyzed using descriptive statistics, Levene’s test for homogeneity, the Shapiro–Wilk test for normality, one-way ANOVA, and Scheffe post-hoc tests to determine significant differences among content formats. The findings reveal significant differences in engagement levels across the three content types (p < 0.05). Single images generated the highest average number of likes, while carousels received more comments compared to video reels. Post-hoc analysis indicated significant differences between image–video and carousel–video formats, but not between image–carousel. These results highlight the importance of strategic content selection, suggesting that a balanced combination of single images, carousels, and reels can effectively enhance engagement and align with specific marketing objectives.

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