Nurwijayanto, Putra Ramadhani ORCID: https://orcid.org/0009-0007-6906-2452 and Dharmawan, Mohammad Mahendra (2023) Strategi Influencer Marketing Dalam Meningkatkan Customer engagement (Studi Deskriptif Pada Akun Instagram @sotoayamcakson). Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis, 7 (2). pp. 67-78. ISSN 2548-8341(P) ; 2580-9725 (E)

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Abstract

This research aims to explain and analyze the influencer marketing strategies used by the Instagram account sotoayamcakson in enhancing customer engagement . In the era of digital marketing and social media, influencer marketing has become a powerful tool in building strong interactions between brands and potential customers. The descriptive study
in this research will describe how sotoayamcakson collaborates with Instagram influencers to create engaging and captivating content. The analysis will be conducted on the types of content produced, data collection through pattern matching, identifying marketing strategies employed, and customer responses and interactions with influencer content. The results of this research indicate that sotoayamcakson strives to combine mega influencers to nano influencers. This combination is aimed at generating product awareness and engagement from both potential and loyal sotoayamcakson customers. It is expected that the findings of this research will have academic implications regarding the influencer marketing strategies employed by sotoayamcakson

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