ANALISIS EFEKTIVITAS WHATSAPP MARKETING DAN INSTAGRAM MARKETING TERHADAP ENGAGEMENT PELANGGAN DI B21 DIGITAL PRINTING

This study aims to analyze the effectiveness of marketing strategies employed by B21 Digital Printing in enhancing customer engagement. The use of social media has been widely adopted by many entrepreneurs in the digital business era as a marketing tool. This research uses qualitative methods with approaches such as data analysis and interviews with staff involved in marketing positions at B21 Digital Printing. The data analysis is conducted using descriptive statistics to measure the effectiveness level of each platform and sentiment analysis to evaluate whether the communication content is negative or positive. The results of this study indicate that both platforms analyzed play a significant role in creating customer engagement, although there are differences in the type of engagement produced. From the analysis conducted, WhatsApp Marketing is more effective in creating personal interactions, while Instagram Marketing is better at building awareness due to its visually appealing content. These findings provide valuable insights for B21 Digital Printing in selecting the best marketing strategies to achieve optimal results. Keywords: whatsapp marketing, instagram marketing, customer engagement, b21 digital printing