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

Nur Azizah (), Vanessa Gaffar and Hilda Monoarfa
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Nur Azizah: Universitas Pendidikan Indonesia
Vanessa Gaffar: Universitas Pendidikan Indonesia
Hilda Monoarfa: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 603-618 from Springer

Abstract: 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.

Keywords: BPSDMP Kominfo Bandung; Customer Engagement; Digital Content Marketing (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_70

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