Pengaruh Konten Inclusive Marketing Pada Akun Instagram @Layakofficial Terhadap Engagement
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh konten pemasaran inklusif yang ditampilkan oleh akun Instagram @layakofficial terhadap tingkat engagement audiens. Latar belakang penelitian ini didasari oleh pentingnya representasi, keberagaman, dan inklusi dalam strategi komunikasi digital saat ini. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 387 responden. Data yang diperoleh dianalisis menggunakan SPSS versi 23 melalui analisis deskriptif, uji asumsi klasik, uji korelasi, analisis regresi, koefisien determinasi, dan uji t (uji hipotesis parsial). Hasil penelitian menunjukkan bahwa variabel konten pemasaran inklusif memiliki pengaruh positif dan signifikan terhadap engagement dengan nilai koefisien korelasi sebesar 0,886 dan nilai koefisien determinasi sebesar 78,4%. Artinya, konten pemasaran inklusif mampu meningkatkan partisipasi audiens melalui interaksi, penyebaran ulang, dan apresiasi konten. Penelitian ini juga memperkuat relevansi teori Konstruktivisme Sosial yang menjelaskan bahwa pengetahuan dan pemahaman terbentuk melalui interaksi sosial. Hasil ini diharapkan dapat menjadi acuan dalam merancang strategi pemasaran inklusif yang lebih efektif di media sosial. Kata Kunci: Konten Pemasaran Inklusif, Engagement, Instagram, Media Sosial
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