International Journal of Economics.
Business and Accounting Research (IJEBAR) Peer Reviewed Ae International Journal Vol-9.
Issue-3, 2025 (IJEBAR) E-ISSN: 2614-1280 P-ISSN 2622-4771 https://jurnal.
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php/IJEBAR AN ANALYSIS OF THE DETERMINANT FACTORS INFLUENCING
FOLLOWER ENGAGEMENT ON THE INSTAGRAM ACCOUNT
RS ROYAL SURABAYA
Putri Daniella Natalia Leatemia1.
Daniel Kurniawan2 Master of Management.
Universitas Ciputra Surabaya.
Surabaya.
Indonesia E-mail: daniellantalia@gmail.
Abstract:
This study aims to analyze the factors that influence engagement among followers of the Instagram account @rsroyalsurabaya.
Engagement is a key indicator in digital marketing strategies, as it reflects the level of audience interaction and involvement with posted content.
The factors examined in this research include content quality, posting consistency, admin responsiveness, and the relevance of information to audience needs.
A quantitative descriptive method with an explanatory research approach was used.
Data were collected through questionnaires distributed to 200 active followers of @rsroyalsurabaya, selected using purposive sampling.
Multiple linear regression analysis was applied to determine the influence of each factor on The findings show that content quality, posting consistency, and admin responsiveness significantly affect follower engagement.
Among all variables, the relevance of information was identified as the most dominant factor in shaping engagement.
Keywords:
Engagement.
Social Media.
Instagram.
Content Quality.
Marketing Strategy Submitted: 2025-07-02.
Revised: 2025-08-14.
Accepted: 2025-09-12 Introduction The use of social media in Indonesia has continued to grow rapidly, with the number of active users reaching approximately 139 million in 2024, accounting for 49.
9% of the country's total population (We are Social, 2.
This indicates that nearly half of the Indonesian population is connected to social media, with Instagram being one of the most widely used platforms.
On average, users in Indonesia spend about 3 hours and 11 minutes per day on various social media platforms, reflecting a high level of dependence on social media for communication and entertainment (Satriawan et al.
, 2.
As of January 2024.
WhatsApp ranked as the most used platform with 90.
9% of users, followed by Instagram with 3%, and TikTok in fourth place with 73.
5%, reaffirming InstagramAos position as a favored Instagram is chosen as the focus of this study due to its highly visual and interactive nature, allowing brands to communicate directly with audiences through features such as feed posts, stories, reels, and comments (We are Social, 2.
Compared to WhatsApp, which is primarily used for personal or group communication.
Instagram is more effective in building Moreover.
Instagram holds significant potential for marketing and branding strategies, especially due to its wide reach and the availability of analytic tools that provide International Journal of Economics.
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In the digital era, social media has become one of the most effective communication channels for healthcare institutions to deliver information and build relationships with the Platforms such as Instagram offer interactive features that allow hospitals to promote services, provide health education, and build a positive public image on a wide scale (Kapoor et al.
, 2.
Social media has also shifted communication patterns from one-way dissemination to more participatory engagement, making it a valuable tool for health education and prevention efforts (Rahayu.
& Prasetyo, 2024.
Satriawan et al.
, 2.
The effectiveness of social media in reaching audiences is often measured through engagement, which refers to the extent to which users interact with the content presented.
These interactions may include likes, comments, shares, as well as the use of additional features such as polls or short videos (Alalwan et al.
, 2.
Engagement provides insights into how relevant and appealing content is to followers, and it serves as a key indicator in evaluating the success of digital communication strategies, particularly in the context of promoting health services and enhancing public trust.
The Instagram account @rsroyalsurabaya, owned by RS Royal Surabaya, is one example of how healthcare institutions utilize social media.
Despite having over 20,000 followers and more than a thousand posts, the account faces challenges in increasing organic engagement, partly due to a content strategy focused on hard selling, which may not align with the preferences of Instagram users who generally favor informative and educational content.
Therefore, this study aims to analyze the factors contributing to the low engagement rate by applying the Theory of Reasoned Action (TRA), which suggests that user intention to engage is influenced by attitudes toward the content and the social norms that support active participation on social media.
Literature Review Rahman et al.
investigated how visual content features influence follower engagement on Instagram, focusing on posts from prominent brands.
The study examined various visual formats, including images, videos, and influencer-related posts, and their impact on audience responses such as likes, comments, and shares.
Using data from four major brands in Malaysia collected via ScrapeStorm, the analysis revealed that video content generated the highest engagement rates.
Additionally, images featuring people were more effective in eliciting audience attention due to their stronger emotional resonance.
These findings highlight the crucial role of visually dynamic, emotionally engaging, and strategically selected content formats in fostering user engagement on Instagram.
Cahyaningrum et al.
explored the use of Instagram as a learning platform to enhance student engagement in an Information Technology Education program.
Employing a descriptive-analytical approach, the research assessed the effectiveness of educational content in increasing participation and understanding.
Findings indicated that engaging and interactive educational content significantly improved student involvement, as evidenced by increased likes, comments, and shares.
InstagramAos visual accessibility also facilitated better material comprehension and emotional connection among students.
The study demonstrated how educational Instagram content can stimulate cognitive, affective, and behavioral responses, offering relevant insights for content development strategies.
Effendy and Keitaro .
analyzed the impact of Instagram content on usersAo intention to visit the @UC_IBMRC account, with online engagement as a mediating variable.
Through International Journal of Economics.
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php/IJEBAR a quantitative approach involving 96 respondents, the study assessed how content quality and visual appeal influenced user interaction and behavioral intention.
Results revealed a significant positive relationship between content quality and visit intention, with engagement strengthening this influence.
The findings suggest that appealing and informative content enhances online engagement, which in turn encourages user interest and interaction.
These insights are particularly relevant to accounts like @rsroyalsurabaya seeking to optimize engagement through high-quality visual content.
The Theory of Reasoned Action (TRA), developed by Ajzen and Fishbein in 1974, posits that an individualAos behavior is determined by behavioral intention, which is influenced by two key components: attitude toward the behavior and subjective norms.
This theory assumes that individuals act rationally and make decisions by evaluating the potential outcomes of their actions.
Attitude refers to an individual's positive or negative evaluation of performing a particular behavior, while subjective norms represent perceived social pressure from important referent groups, such as family, friends, or professional communities.
TRA is particularly relevant in the context of digital engagement, as it provides a systematic framework for understanding how users decide to interact with content on social media platforms like Instagram.
TRA comprises four main components: attitude toward behavior, subjective norms, behavioral intention, and actual behavior.
A favorable attitudeAisuch as perceiving health information on an Instagram account as usefulAiencourages users to engage with the content.
Subjective norms reflect the social influence individuals experience, for example, the expectation from peers to interact with informative health-related posts.
These two factors shape behavioral intention, which is the motivational factor that leads to actual behavior, such as liking, commenting on, or sharing posts.
When applied to the Instagram account @rsroyalsurabaya.
TRA offers a valuable theoretical foundation to design content strategies that enhance audience engagement through the alignment of usersAo beliefs, social influences, and interactive behaviors.
According to Anggraeni .
, information refers to processed data that holds meaning for its recipient.
The rise of digital technologies, particularly the internet and online services, has significantly enhanced access to information and transformed consumer behavior by enabling faster and more efficient interactions.
In the business context, this technological shift has led to the development of digital marketing strategies, which rely on "faceless" digital interactions.
Purwana et al.
define digital marketing as the use of digital technologies to help companies meet customer needs and achieve business goals more Similarly.
Chaffey et al.
describe it as the application of digital tools to execute marketing activities.
Yasmin et al.
add that digital marketing includes a variety of strategies to promote products or services through digital platforms, allowing businesses to reach a broader and more targeted audience.
Research Method This study employs explanatory research, which, according to Sugiyono .
, aims to explain the relationships and influence between research variables.
It also adopts a descriptive quantitative approach, as defined by Sugiyono .
, to analyze the status of human groups, conditions, or events at a specific time.
The research focuses on measuring engagement-related variables such as the number of likes, comments, shares, and follower growth to assess how different content categoriesAisuch as health education, service promotions, patient testimonials, hospital tours, and hospital eventsAiaffect audience International Journal of Economics.
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php/IJEBAR The study was conducted online, targeting followers of the Instagram account @rsroyalsurabaya as the research population.
Data were collected through an online questionnaire distributed via Google Forms.
Following the quantitative method, responses were measured using a Likert scale ranging from 1 to 5.
The study collected both primary and secondary data, with primary data obtained directly from respondents through the questionnaire method.
Results and Discussion 1 Results The validity test of the research instrument in this study was conducted using PearsonAos product-moment correlation by correlating each statement item with the total score.
The resulting correlation values were then compared to the critical value of 0.
Based on Table 1, the calculated r-values for all indicators used in this research exceed the critical value of This indicates that the indicators employed in this study are valid and can be reliably used to collect accurate data regarding the factors that contribute to engagement among followers of the Instagram account @rsroyalsurabaya.
Validity Test Table 1.
Validity Test
Indicator X10
X11
X12
X13
X14
X15
X16
X17
X18
X19
X20
X21
X22
X23
X24
X25
X26
X27
X28
X29
R Table Description Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid Valid International Journal of Economics.
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id/index.
php/IJEBAR Overall, the validity test results indicate that all indicators used in this study are valid, as each indicator has a calculated r-value greater than 0.
This means that the indicators used for the research variables are reliable and appropriate for analyzing the factors that influence the level of engagement among followers of the Instagram account @rsroyalsurabaya.
Reliability testing was conducted to determine the extent to which the measurement results are relatively consistent.
A well-constructed statement is one that is clear, easy to understand, and interpreted similarly by different respondents at different times.
instrument is considered reliable if it has a Cronbach's Alpha value greater than 0.
The results of the reliability test are presented in the table below:
Table 2.
Reliability Test Cronbach's Alpha if item deleted N of Items Based on Table 3.
2, it can be seen that the Cronbach's Alpha value for this research instrument is 0.
971, which is higher than 0.
This indicates that the instrument used in this study is reliable and trustworthy for measuring the factors influencing engagement among followers of the Instagram account @rsroyalsurabaya.
The high Cronbach's Alpha value suggests that all tested variablesAinamely content, branding influence, communicative messaging, education, and visualsAiexhibit strong internal consistency and can be reliably used for data collection.
The reliability test results show that all variables in this study are reliable, with Cronbach's Alpha values exceeding Therefore, the research instrument is suitable for further analysis of the factors shaping engagement among followers of the @rsroyalsurabaya Instagram account.
Table 3.
Validity Test of the Research Instrument 1 Mean Std.
Deviation Engaging Content Relevant to Needs Content Format Variety Posting Consistency Content Popularity Unique Visual Identity Brand Recognition Competitive Advantage Strategy Positive Brand Image Brand Education Clear Information Encourages Discussion Emotional Connection Interactive Response Stimulates Curiosity Content Understanding Learning Process International Journal of Economics.
Business and Accounting Research (IJEBAR) Page 694 International Journal of Economics.
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php/IJEBAR Practical Knowledge Community Participation Source of Visual Education Effective Visual Messaging Photo/Video Quality Design Layout Font Consistency Color Usage Number of Likes Number of Comments Sharing Frequency Follower Growth Table 4.
Validity Test of the Research Instrument 2 Engaging Content Relevant to Needs Variety of Content Formats Posting Consistency Content Popularity Unique Visual Identity Brand Recognition Competitive Advantage Strategy Positive Brand Image Brand Education Clear Information Enhances Discussion Emotional Connection Interactive Response Stimulates Curiosity Material Understanding Scale Mean if Scale Variance if Item Deleted Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted International Journal of Economics.
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Validity Test of the Research Instrument 3 Mean Variance Std.
Deviation N of Items This study employs factor analysis using the confirmatory factor analysis (CFA) method, which aims to identify the underlying dimensions shared by the observed variables.
The primary objective of factor analysis is to explain the structure of relationships among variables in the form of distinct factors.
The following presents the results of the factor analysis used to examine engagement among followers of the Instagram account @rsroyalsurabaya.
Kaiser-Meyer-Olkin (KMO) and BartlettAos Test of Sphericity The KMO test is used to measure sampling adequacy by comparing the observed correlation coefficients with partial correlation coefficients.
The assessment of the KMO test can be referred to in the table below, while the results of the KMO test are presented in Table 6.
KMO and BartlettAos Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy BartlettAos Tesr of Sphercity Approx.
Chi-Square Sig.
<0.
In the KMO and BartlettAos Test table above, the Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy is 0.
Since the KMO value is greater than 0.
5, this indicates a high level of sampling adequacy.
Additionally.
BartlettAos Test shows a chi-square value of International Journal of Economics.
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php/IJEBAR 681 with a significance level of 0.
001, indicating significant correlations among the variables, thus confirming the data's suitability for further factor analysis.
Measure of Sampling Adequacy (MSA) This method is used to measure the sampling adequacy of each individual variable.
The following are the results of the MSA test calculated for each indicator.
Table 7.
MSA Test
Indicator X10
X11
X12
X13
X14
X15
X16
X17
X18
X19
X20
X21
X22
X23
X24
X25
X26
X27
X28
X29
Anti Image Corelation 0,938 0,962 0,952 0,955 0,959 0,960 0,951 0,952 0,965 0,947 0,961 0,952 0,943 0,931 0,919 0,918 0,958 0,927 0,951 0,932 0,967 0,951 0,963 0,941 0,954 0,924 0,904 0,962 0,946 Description In the table above, the Anti-Image Matrix values for each indicator are greater than 0.
indicating that all indicators can be further processed in the factor analysis.
Specifically, in the Anti-Image Correlation section of the matrix, the values marked with .
represent the Measure of Sampling Adequacy (MSA) for each indicator.
Since all MSA values are greater 5, it confirms that each indicator is suitable for further analysis.
This factor analysis employs the Principal Component Analysis (PCA) approach, which considers the total variance of the observed data.
The objective is to identify the underlying factors that influence engagement among followers of the Instagram account @rsroyalsurabaya.
The results are presented below.
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Principal Component Analysis Initial Extraction Engaging Content Relevant to Needs Variety of Content Formats Posting Consistency Content Popularity Unique Visual Identity Brand Recognition Competitive Advantage Strategy Positive Brand Image Brand Education Clear Information Enhances Discussion Emotional Connection Interactive Response Stimulates Curiosity Material Understanding Learning Process Practical Knowledge Community Participation Visual Educational Source Effective Visual Messaging Photo/Video Quality Design Layout Font Consistency Color Usage Number of Likes Number of Comments Share Frequency Follower Growth The Communalities table shows that the effective contribution of each item to the extracted factors ranges from 63.
6% to 84.
8%, indicating their relevance to the factors influencing engagement on the Instagram account @rsroyalsurabaya.
To determine the number of factors to be retained in the model, the analysis uses eigenvalues greater than 1.
0 as the cutoff criterion.
The number of extracted factors is based on the magnitude of these eigenvalues.
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Eigen Values for Each Factor Compo Tota % of Variance Cumulati Tota % of Variance Cumulati Tot % of Variance Cumulati International Journal of Economics.
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php/IJEBAR The "Total Variance Explained" table shows that reducing 29 items to 1 factor explains 09% of the variance, 2 factors explain 63.
10%, 3 factors explain 68.
56%, and 4 factors Since only eigenvalues above 1.
0 are retained, the data indicates that 4 factors sufficiently represent the 29 items, accounting for 73.
35% of the total variance, with the remaining 26.
65% explained by unmeasured variables.
The next step involves factor rotation using the Varimax method, which aims to maximize factor loadings and improve the interpretability of each factor.
This technique effectively distinguishes between factors and produces a rotated factor loading matrix.
Table 10.
Rotated Component Matrix Engaging Content Relevant to Needs Variety of Content Formats Posting Consistency Content Popularity Unique Visual Identity Brand Recognition Competitive Advantage Strategy 0.
Positive Brand Image Brand Education Clear Information Enhances Discussion Emotional Connection Interactive Response Stimulates Curiosity Material Understanding Learning Process Practical Knowledge Community Participation Visual Educational Source Effective Visual Messaging Photo/Video Quality Design Layout Font Consistency International Journal of Economics.
Business and Accounting Research (IJEBAR) Page 700 International Journal of Economics.
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php/IJEBAR Color Usage Number of Likes Number of Comments Share Frequency Follower Growth The rotated component matrix displays the loading values for each item on the respective In exploratory factor analysis, an item may correlate with multiple factors, but ideally, it should load highly on only one.
Only loadings above 0.
3 are shown, indicating statistically significant contributions to the respective factors.
The final step is labeling the identified factors based on their constituent items.
The analysis confirms the formation of four distinct factors, as indicated by the eigenvalues.
Factor 1 includes items related to posting consistency, content format variation, photo/video quality, unique visual identity, layout design, font consistency, and community participation.
This factor is labeled as Visual Consistency and Aesthetics.
Factor 2 consists of items such as content comprehension, learning process, practical knowledge, brand education, and visual educational sources.
It is labeled as Education and Practical Information.
Factor 3 includes number of likes, shares, follower growth, and comments, which reflect user interaction and audience expansion.
This factor is labeled as Audience Interaction and Growth.
Factor 4 contains items such as positive image, increased discussion, emotional connection, and interactive responses.
These represent emotional engagement strategies and are labeled as Emotional Connection and Engagement.
In summary, the factor analysis of engagement on Instagram @rsroyalsurabaya reveals four core strategic dimensions: Visual Consistency and Aesthetics.
Education and Practical Information.
Audience Interaction and Growth, and Emotional Connection and Engagement.
Discussion Based on the statistical data obtained from the conducted research, the interpretation of the identified factors can be determined.
The engagement on the Instagram account @rsroyalsurabaya is influenced by four main factors: Visual Consistency and Aesthetics.
Educational and Practical Information.
Audience Interaction and Growth, and Emotional Connection and Engagement.
These four factors emerged from 29 indicators, collectively 35% of the total variance, while the remaining 26.
65% is attributed to other unexamined factors.
The following provides a detailed explanation of each identified factor:
Factor 1: Visual Consistency and Aesthetics This factor represents a primary dimension influencing audience engagement on the Instagram account @rsroyalsurabaya.
Posting consistency is a key element, with the account regularly publishing content according to a predefined schedule, thus establishing audience The use of diverse content formatsAisuch as photos, videos, carousels, and reelsAimaintains audience interest and promotes interactivity.
High visual content quality adds value by reflecting the hospital's professionalism.
A strong visual identity with consistent color themes and design elements ensures the accountAos recognizability.
Additionally, aesthetic elements such as organized layout and uniform font selection International Journal of Economics.
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These aspects enhance engagement by delivering a comfortable and attractive visual experience to the audience.
Factor 2: Educational and Practical Information The educational factor plays a significant role in fostering engagement, particularly because the content aims to provide direct value to the audience.
Health information is tailored to be easily understood by individuals from various backgrounds.
The materials are practicalAiranging from daily health tips and hospital service information to medical proceduresAimaking them relevant to audience needs.
Furthermore, the use of infographics and videos to convey information visually enhances appeal and comprehension.
By offering applicable and relevant education, the Instagram account of RS Royal Surabaya positions itself as a credible and trusted source of health information.
Factor 3: Audience Interaction and Growth Interaction is a crucial indicator of social media engagement.
The Instagram account @rsroyalsurabaya effectively utilizes various opportunities to foster positive audience This is evident from the number of likes, comments, and shares received per post, reflecting the level of audience involvement.
Content that stimulates discussions or questions demonstrates the account's ability to facilitate active two-way communication.
In addition, the growth in follower count signifies the success of interaction strategies implemented.
continually responding to audience feedback and enhancing communication, the account successfully builds stronger relationships with its followers, supporting the organic growth of Factor 4: Emotional Connection and Engagement The final significant factor is the accountAos ability to build emotional connections with its Content that highlights patient experiences or inspirational stories has a substantial impact on fostering emotional bonds.
This helps the audience feel more connected to the hospital and reinforces RS Royal SurabayaAos positive image.
Moreover, the account actively responds to comments and messages, demonstrating attentiveness and empathy.
This approach not only boosts engagement but also builds trust in the hospitalAos services and In conclusion, engagement on the Instagram account @rsroyalsurabaya is influenced by four interrelated main factors.
Visual Consistency and Aesthetics create visual appeal.
Educational and Practical Information deliver direct audience benefits.
Audience Interaction and Growth ensure active and positive relationships.
and Emotional Connection and Engagement foster emotional closeness.
An integrated strategy emphasizing these four factors is expected to significantly enhance engagement on the account, thereby supporting the hospitalAos marketing objectives and strengthening its positive brand image.
Conclusion Based on the analysis and discussion, it can be concluded that factor analysis identified four primary factors shaping engagement among followers of the Instagram account @rsroyalsurabaya.
These factorsAicontent quality, interaction responsiveness, visual appeal, and content relevanceAiserve as critical elements in formulating strategies to enhance social media engagement.
Each of these factors is interrelated and plays an essential role in attracting audience attention and maintaining follower loyalty.
Among the four, content quality emerged as the most dominant factor, supported by the highest eigenvalue.
This finding underscores the importance of delivering informative, engaging, and audience-relevant content in driving interactions on Instagram.
International Journal of Economics.
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RS Royal Surabaya can implement more targeted strategies to strengthen social media interactions, enhance institutional image, and expand audience reach effectively.
References