AN ANALYSIS OF THE DETERMINANT FACTORS INFLUENCING FOLLOWER ENGAGEMENT ON THE INSTAGRAM ACCOUNT RS ROYAL SURABAYA

Authors

  • Putri Daniella Natalia Leatemia Universitas Ciputra Surabaya, Indonesia
  • Daniel Kurniawan Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i3.18276

Abstract

This study aims to analyze the factors that influence engagement among followers of the Instagram account @rsroyalsurabaya. Engagement is a key indicator in digital marketing strategies, as it reflects the level of audience interaction and involvement with posted content. The factors examined in this research include content quality, posting consistency, admin responsiveness,
and the relevance of information to audience needs. A quantitative descriptive method with an explanatory research approach was used. Data were collected through questionnaires distributed to 200 active followers of @rsroyalsurabaya, selected using purposive sampling. Multiple linear regression analysis was applied to determine the influence of each factor on engagement. The findings show that content quality, posting consistency, and admin responsiveness significantly affect follower engagement. Among all variables, the relevance of information was identified as the most dominant factor in shaping engagement.

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Published

2025-10-04

How to Cite

Leatemia, P. D. N., & Kurniawan, D. (2025). AN ANALYSIS OF THE DETERMINANT FACTORS INFLUENCING FOLLOWER ENGAGEMENT ON THE INSTAGRAM ACCOUNT RS ROYAL SURABAYA. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(3). https://doi.org/10.29040/ijebar.v9i3.18276

Issue

Vol. 9 No. 3 (2025): IJEBAR: Vol. 9, Issue 3, September 2025

Section

Articles

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