Pengaruh Content Pillar Terhadap Online Engagement Pada Akun Instagram @Yatc.Id
Abstract
Non-profit organizations fundamentally utilize social media to gain credibility and encourage public participation to engage in their programs. Yayasan Andre Tjipta Cendekia (YATC) Indonesia operating the account name of @yatc.id with a large number of followers, but shows a relatively low level of audience engagement as well as varied engagement levels across each content. This study aims to examine the effect of content pillars towards online engagement on the Instagram account of @yatc.id, by focusing on the strength of the relationship between each type of content pillar and online engagement. Employing a quantitative descriptive approach with 399 respondents data through purposive sampling from Google Form questionnaire. The results indicate that content pillar significantly affected on online engagement with hypothesis test results showing Tcount (29,542) > Ttable (1,966) and correlation coefficient of 0.829, classified as a very strong relationship. The coefficient of determination is 68.7%, indicating a strong effect of content pillar on online engagement. The entertainment content pillar demonstrates the highest correlation coefficient and relationship strength with online engagement, with values of 0.554 for conversation rate, 0.431 for amplification rate, and 0.522 for applause rate, all of which fall into the strong category. Keywords: Content pillar, online engagement, Instagram
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