Analisis Influencer Marketing dan Engagement Rate Wahana Escape Room Zombie Dooms X Bandung
Abstract
Perkembangan teknologi digital mendorong perubahan signifikan dalam strategi promosi, termasuk penerapan
influencer marketing yang dinilai efektif dalam membangun hubungan emosional antara merek dan audiens di media
sosial. Dalam konteks industri hiburan tematik seperti escape room, efektivitas strategi ini masih jarang diteliti.
DoomsX, wahana escape room bertema zombie di Bandung, telah memanfaatkan influencer marketing untuk
meningkatkan eksposur, namun masih menghadapi permasalahan rendahnya tingkat kunjungan. Penelitian ini
bertujuan untuk menganalisis persepsi audiens terhadap penggunaan influencer marketing serta sejauh mana
pengaruhnya terhadap engagement rate pada akun Instagram DoomsX Bandung. Penelitian menggunakan pendekatan
kuantitatif deskriptif dengan penyebaran kuesioner kepada 230 pengikut akun Instagram DoomsX. Instrumen
penelitian telah diuji melalui uji validitas dan reliabilitas, sedangkan analisis data dilakukan menggunakan statistik
deskriptif. Hasil penelitian menunjukkan bahwa audiens memiliki persepsi positif terhadap strategi influencer
marketing, khususnya pada aspek daya tarik dan kredibilitas influencer. Namun, tingkat engagement yang dihasilkan
masih tergolong sedang, sehingga strategi konten dan pemilihan influencer perlu dioptimalkan agar dampaknya
terhadap keterlibatan audiens dapat meningkat.
Kata Kunci- Influencer marketing, engagement rate, media sosial, DoomsX, pemasaran digital
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