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

DOI

10.2991/978-94-6463-817-2_70How to use a DOI?

Keywords

BPSDMP Kominfo Bandung; Customer Engagement; Digital Content Marketing

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Nur Azizah
AU  - Vanessa Gaffar
AU  - Hilda Monoarfa
PY  - 2025
DA  - 2025/09/12
TI  - Digital Content Marketing and Its Impact on Customer Engagement in Public Sector Digital Training Institutions
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 603
EP  - 618
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_70
DO  - 10.2991/978-94-6463-817-2_70
ID  - Azizah2025
ER  -