File Tugas Akhir Periode I 2025

File Tugas Akhir Periode I 2025

• By Sahara, Savira;
• Tugas Akhir
• 47

Perkembangan media sosial mendorong pelaku bisnis digital, termasuk Ray Janson Radio, untuk memanfaatkan konten video pendek sebagai sarana membangun keterlibatan audiens di Instagram. Penelitian ini bertujuan untuk mengetahui pengaruh durasi dan kualitas video pendek terhadap engagement pengguna akun @rayjansonradio. Penelitian dilakukan dengan pendekatan kuantitatif melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut aktif dan telah berinteraksi selama tiga bulan terakhir. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.1.1.4. Hasil penelitian menunjukkan bahwa baik durasi maupun kualitas video memiliki pengaruh positif dan signifikan terhadap engagement, baik secara parsial maupun simultan. Temuan ini memperkuat bahwa strategi konten video yang efektif dapat meningkatkan keterlibatan pengguna dalam praktik bisnis digital, khususnya di industri F&B.

• Katakunci Durasi Video, Kualitas Video, Engagement, Instagram
• URL http://
• Penerbit ,

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