Analisis Unggahan Media Sosial pada Instagram Rachel Vennya Menggunakan Metode Importance Performance

Abstract

Instagram is one of the social media applications that can publish photos or videos for its users. Rachel Vennya is a well-known Instagram user who has more than five million followers. This research was conducted to see the expected posts by Rachel Vennya's followers on Instagram. Through the importance-performance analysis (IPA) it will be known the types of posts that are interesting and need to be increased in publication. This study's two IPA approaches, namely expected performance analysis (EPA) and importance-performance matrix analysis (IPMA). The results of each analysis are then mapped into a Cartesian diagram so that it is known that several posts increase follower loyalty and posts that need to be increased or decreased. After comparing the two Cartesian diagrams, it is known that there is no difference in the placement of variables between the two analyzes. Posts that deserve to be maintained include Motivation, Cooking, Family, and posts considered excessive in the publication are Business and Endorsements. Furthermore, customer satisfaction index (CSI) analysis was carried out to see follower satisfaction. The CSI value obtained is 72.69, which indicates the follower satisfaction index belongs to the satisfied criteria.