THE EFFECT OF THE INTENSITY OF INSTAGRAM SOCIAL MEDIA USE AND CUSTOMER ENGAGEMENT ACTIVITIES ON INCREASING THE TURNOVER OF SEMPOL AYAM RATIH MSMES

Abstract

The development of digital technology encourages MSMEs to use social media as a marketing strategy, one of which is through Instagram. In addition, customer engagement activities are also considered to be able to support interaction between businesses and consumers in improving business performance. This study aims to analyze the influence of the intensity of Instagram social media use and customer engagement activities on increasing the turnover of MSMEs in Sempol Ayam Ratih Cabawan Tegal City. This study uses a quantitative approach with a survey method. The research sample amounted to 100 respondents obtained through the distribution of questionnaires. The data was analyzed using SPSS version 26 with the analysis techniques used including multiple linear regression, partial test (t test), simultaneous test (F test), and determination coefficient test. The results showed that partially the intensity of Instagram social media use had a positive and significant effect on increasing turnover, while customer engagement activities had no significant effect and simultaneously, both variables had a significant effect on increasing turnover. Therefore, it can be concluded that this study shows that the intensity of Instagram use plays a more dominant role in supporting the increase in MSME turnover compared to customer engagement activities.