Comparison of Facebook and Instagram to Assess the Efectiveness of Advertising Channels in Customer Acquisition

Husein Yusuf Al-aziz; Siti Monalisa

doi:10.24036/jtip.v15i2.677

Husein Yusuf Al-aziz Universitas Islam Negeri Sultan Syarif Kasim
Siti Monalisa Universitas Islam Negeri Sultan Syarif Kasim

DOI: https://doi.org/10.24036/jtip.v15i2.677

Keywords: engagement, facebook, instagram, social media, T test model

Abstract

The use of social media as a means of marketing is certainly familiar, this happens because of the very competitive market situation, changing trends and increasingly complex customer demands. Facebook and Instagram are platforms that excel in the field of advertising and also interaction between users. However, with the existence of two superior social media, evaluation is certainly needed to find out which social media has a better level of engagement. The purpose of this study is to find out which social media platform is superior in engagement rate. This study used the T test model to compare the engagement rates of the two social media. Based on the results of the study, the use of paid advertising on Facebook social media for 23 days has a better engagement rate compared to Instagram. So it can be concluded that the use of Facebook is more effective in terms of engagement compared to Instagram.

References

G. Farell, M. Giatman, M. Muskhir, and H. Effendi, “Development of E-Commerce Systems as a Learning Media for Entrepreneurial Education,” J. Teknol. Inf. dan Pendidik., vol. 14, no. 2, pp. 88–91, 2021, doi: 10.24036/tip.v14i1.389.

A. Rachmawaty, “Optimasi Media Sosial Dalam Meningkatkan Penjualan di Masa Pembatasan Sosial Berskala Besar,” Temat. J. Teknol. Inf. Komun., vol. 8, no. 1, pp. 29–44, 2021, [Online]. Available: https://jurnal.plb.ac.id/index.php/tematik/article/view/535.

C. D. Pranindya, B. M. Wibawa, and J. Gunawan, “Analisis Perilaku dan Loyalitas Pelanggan ZAP Clinic,” J. Sains dan Seni ITS, vol. 8, no. 1, 2019, doi: 10.12962/j23373520.v8i1.41678.

Y. Bilgin, “Business & management studies: an international journal,” no. 1, pp. 128–148, 2018.

C. H. Primasari, Y. P. Wibisono, and T. Q. Padawangi, “Social Media Marketing Sebagai Sarana Peningkatan Kualitas Pemasaran Komunitas UMKM Paroki St. Antonius Kotabaru Yogyakarta.” 2020.

N. Eriksson, A. Sjöberg, C. J. Rosenbröijer, and A. Fagerstrøm, “Consumer brand post engagement on Facebook and Instagram – A study of three interior design brands,” Proc. Int. Conf. Electron. Bus., vol. 2019–Decem, no. February 2020, pp. 116–124, 2019.

D. Eka Santi, “Peran Online Advertising Pada Pemasaran Axis,” SOURCE J. Ilmu Komun., vol. 6, no. 1, p. 58, 2020, doi: 10.35308/source.v6i1.1768.

S. Jumadal, “Pemanfaatan Facebook Live Sebagai Social Commerce Untuk Meningkatkan Penjualan .,” pp. 315–327, 2022.

N. Rauf, “Jumlah Pengguna Instagram Di Indonesia Pada 2022,” 2022. https://www.tinewss.com/indonesia-news/pr-1853617991/jumlah-pengguna-instagram-di-indonesia-pada-2022 (accessed Nov. 01, 2022).

H. A. M. Voorveld, G. van Noort, D. G. Muntinga, and F. Bronner, “Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type,” J. Advert., vol. 47, no. 1, pp. 38–54, 2018, doi: 10.1080/00913367.2017.1405754.

A. K. P. Nasution, “Integrasi Media Sosial Dalam Pembelajaran Generasi Z,” J. Teknol. Inf. dan Pendidik., vol. 13, no. 1, pp. 80–86, 2020, doi: 10.24036/tip.v13i1.277.

H. Semuel and K. Y. Setiawan, “PROMOSI MELALUI SOSIAL MEDIA , BRAND AWARENESS , PURCHASE,” vol. 12, no. 1, pp. 47–52, 2018, doi: 10.9744/pemasaran.12.1.47.

Facebook.com, “Create a Facebook Business,” 2021. https://www.facebook.com/business/help (accessed Jul. 06, 2022).

Tikno, “Measuring performance of facebook advertising based on media used: A case study on online shops in Indonesia,” Procedia Comput. Sci., vol. 111, pp. 105–112, 2017, doi: 10.1016/j.procs.2017.06.016.

D. Novaliendry and N. D. Putri, “Design and Build a Photo Studio Marketplace in the City of Padang Using the Codeigniter Framework,” J. Teknol. Inf. dan Pendidik., vol. 14, no. 1, pp. 19–27, 2021, doi: 10.24036/tip.v14i1.401.

R. Choudhary, “Application of ‘independent t-test’ by using SPSS for conducting physical education researches,” Phys. Educ. Sport. Heal., vol. 5, no. 1, pp. 237–241, 2018, [Online]. Available: www.kheljournal.com.

T. Aldimas, S. Eka, R. I. Rokhmawati, and Y. T. Mursityo, “Analisis Kepuasan Pengguna Audience Insights Menggunakan Model Sosial Strategis CRM,” J. Pengemb. Teknol. Inf. dan Ilmu Komput. Univ. Brawijaya, vol. 2, no. 11, pp. 5055–5062, 2018.

İ. Kırcova, Y. Yaman, and Ş. G. Köse, “European Journal of Economics and Business Studies Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention,” Eur. J. Econ. Bus. Stud., vol. 4, no. 1, pp. 268–278, 2018, doi: 10.26417/ejes.v4i1.p268-278.

E. E. Y. Amriel and R. R. Ariescy, “ANALISA ENGAGEMENT RATE DI INSTAGRAM : FENOMENA LIKE DAN KOMENTAR,” vol. 9, no. 2, pp. 1–10, 2021.