PENGARUH JUMLAH FOLLOWERS DAN ENGAGEMENT RATE INSTAGRAM MEREK MOBIL TERHADAP PENJUALAN MOBIL DI INDONESIA
Keywords:
engagement rate, Followers, Instagram, Penjualan MobilAbstract
Penelitian ini menguji pengaruh jumlah followers dan engagement rate Instagram terhadap penjualan mobil di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan memanfaatkan data sekunder berupa jumlah followers dan engagement rate akun Instagram resmi 45 merek mobil di Indonesia, serta data penjualan wholesales Januari-Juni 2026. Hasil analisis data regresi linier berganda dengan bantuan SPSS 25 menunjukkan bahwa jumlah followers Instagram berpengaruh positif terhadap penjualan mobil di Indonesia. Engagement rate Instagram tidak berpengaruh terhadap penjualan. Secara simultan, jumlah followers dan engagement rate berpengaruh terhadap penjualan mobil di Indonesia. Temuan ini mengindikasikan bahwa besarnya basis audiens pada Instagram lebih berperan dalam mendukung kinerja penjualan dibandingkan tingkat interaksi audiens. Penelitian ini memberikan kontribusi empiris mengenai efektivitas indikator media sosial sebagai determinan kinerja penjualan pada industri otomotif.
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