STRATEGI PERANCANGAN DAN PENERAPAN KONTEN INSTAGRAM @helloskinhouse UNTUK MENINGKATKAN ENGAGEMENT

Abstract

This study aimed to design and implement a content marketing strategy for the Instagram account @helloskinhouse to enhance customer engagement. The development method used is design thinking, comprising five steps, empathize, define, ideate, prototype, and test. Data were gathered through observations, interviews, and the distribution of questionnaires to 202 respondents, who are followers of @helloskinhouse. The study’s findings suggest that implementation of the content marketing strategy, which includes a variety of content types, persuasive copywriting, appealing visuals, the use of relevant hashtags, and optimal posting times, significantly increased audience interactions by 2,500%. The content marketing index reached 86.20%, and customer engagement achieved 87.22%, both of which are categorized as excellent. Simple linear regression and partial tests (ttests) demonstrated the customer engagement is significantly and positively impacted by content marketing (significance value < 0.05). Thus, a well-structured content marketing strategy has been proven effective in increasing customer engagement and building brand trust on the @helloskinhouse Instagram account amid the competitive beauty industry.