Track: e-Business/e-Service/e-Commerce

Abstract

Customer engagement is one of the essential things in business continuity today. One of the most critical elements of marketing communication is communication with customers through social media to increase customer engagement. Social media can make customers involved with the brand so that customers will feel close to the brand. In today's era, social media has influenced all aspects of Indonesian people's lives. Social media can help people make work easier and make marketing easier. One social media that can help people, especially small businesses such as coffee shop, is Instagram. With Instagram, businesses can promote their coffee shop by utilizing various features. Based on this, it shows the importance of consumer engagement with coffee shops, making research on customer engagement and communication on social media important. This study aimed to find out how the social media features of Instagram and content types influence customer engagement on coffee shop social media accounts. The method used in this research is quantitative, with the survey as a research strategy. According to the result of this study, the Instagram features significantly influences customer engagement by 74.6%. Furthermore, the most popular feature among Instagram users is Instagram stories and, the feature that has the strongest correlation with customer engagement is Instagram shopping.