Pengaruh Intensitas Kegiatan Komunitas dan Kualitas Akun Instagram Suara Merdeka Terhadap Minat Membaca Suara Merdeka Melalui Customer Engagement

Abstract

Press media continuously face many threats which can threatens their existence. These threats does not just come from other press media, but some threats come from other kind of media. One of these threats is appearance of new media that is online media which has shaped new habit of society in using media. Suara Merdeka is a one of press media company which has to face these threats. As the oldest press media in Central Java, this company is using strategy to engage many communities surround Centra Java, especially in Semarang. Suara Merdeka is trying to engage to communities through some activities periodically and through social media, especially instagram account. This study is aimed to see how far the effect of activity intensity and the quality of instagram account of @Suara_Merdeka toward the interest of community’s member to read Suara Merdeka through Custemer Engagement. Sample of this study are 94 respondent which are from 19 communities. Result of this study is there is an effect of activity intensity and quality of instagram account of @Suara_Merdeka (R = 0.703; R2 = 49.4%) toward the interest to read Suara Merdeka. Customer Engagement as a mediation variable, showed that there is a partial mediation. Suggestion to Suara Merdeka from this study is Suara Merdeka can create some creative activities so that the engagement between Suara Merdeka and Community become closer. Suara Merdeka also can develop their content in instagram to increase its followers. Hopefully, from this activities increase the interest of community to read Suara Merdeka Newspaper