IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-817-2_70.html

Digital Content Marketing and Its Impact on Customer Engagement in Public Sector Digital Training Institutions

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Nur Azizah

    (Universitas Pendidikan Indonesia)

  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia)

  • Hilda Monoarfa

    (Universitas Pendidikan Indonesia)

Abstract

One important aspect of public services in the digital era is effective communication between the government and the people. Communication via digital media is one way to build trust between the government and society. BPSDMP Kominfo Bandung, as one of the public servants responsible for developing human resources in the West Java and Banten regions, communicates with the public using social media, Instagram @bpsdmp.kominfo.bdg, to build public trust. Additionally, it aims to increase engagement with its alums. The data indicates that the engagement rate of the Instagram account @bpsdmp.kominfo.bdg is only 9.79% of the average engagement rate for accounts with a follower range of 5K to 20K. Instagram BPSDMP Kominfo Bandung has 10.8 K followers. This research investigates the influence of BPSDMP Kominfo Bandung’s digital content marketing on Instagram on customer engagement. The method used in this research is descriptive and verification with a sample size of 364 BPSDMP Kominfo Bandung alums. The sampling technique used to take samples is simple random sampling. The analysis technique used is Pearson’s product-moment correlation coefficient and simple linear regression analysis using SPSS 27.0 for Windows software. The credibility indicator in the independent variable scored the highest, while the personalization indicator scored the lowest. In the dependent variable, the attention indicator scored the highest, and the identification indicator scored the lowest. The research showed that digital content marketing simultaneously or partially affects customer engagement. Recommendations for further research using other dimensions not covered in this study.

Suggested Citation

  • Nur Azizah & Vanessa Gaffar & Hilda Monoarfa, 2025. "Digital Content Marketing and Its Impact on Customer Engagement in Public Sector Digital Training Institutions," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 603-618, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_70
    DOI: 10.2991/978-94-6463-817-2_70
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-817-2_70. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.