Digital Marketing Sebagai Strategi Komunikasi Pemasaran Akun Social Media Instagram Komnas TV Anak Dalam Meningkatkan Digital Engagement

Abstract

The development of social media has encouraged public broadcasting institutions to adopt digital marketing as an effective marketing communication strategy, one of which is through the Instagram platform. This study aims to analyze the influence of digital marketing strategies on increasing digital engagement on the Instagram account of Komnas TV Anak Dalam. This research uses a quantitative approach with an explanatory method. Data were obtained through documentary observation of Komnas TV Anak Dalam’s Instagram content during the research period and analyzed using quantitative statistical techniques. The independent variables in this study include content type, posting frequency, use of Instagram features, and message appeal, while the dependent variable is digital engagement, measured through indicators such as likes, comments, shares, and saves. The results indicate that digital marketing strategies have a positive and significant effect on the digital engagement of Komnas TV Anak Dalam’s Instagram account. These findings suggest that attractive content, consistent posting, and optimal use of Instagram features can increase audience engagement. This study provides a theoretical contribution by expanding research on digital marketing and engagement in the context of public broadcasting institutions, as well as a practical contribution as a strategic reference for social media managers of public institutions to enhance digital interaction with the community.