Analisis Engagement konten Akun Instagram Universitas Atma Jaya Yogyakarta (@uajy) menggunakan Mixed Methods

Abstract

Abstrak. Penelitian ini bertujuan menganalisis tingkat engagement dan persepsi mahasiswa terhadap konten media sosial pada akun Instagram resmi Universitas Atma Jaya Yogyakarta (@uajy) dalam meningkatkan keterlibatan mahasiswa. Pendekatan mixed methods digunakan dengan mengombinasikan analisis kuantitatif metrik interaksi (likes, komentar, dan bagikan) serta wawancara mendalam dengan mahasiswa pengikut Instagram. Sebanyak 837 unggahan periode 2023–2025 dianalisis dan dikelompokkan ke dalam tiga kategori: prestasi, motivasi, serta berita dan informasi kampus. Hasil menunjukkan bahwa kategori berita kampus mendominasi frekuensi unggahan, sedangkan konten prestasi non-akademik menghasilkan tingkat engagement tertinggi. Konten berbasis foto memperoleh rata-rata interaksi lebih tinggi dibandingkan video. Secara kualitatif, mahasiswa menilai akun cukup informatif, visualnya menarik, dan bahasanya mudah dipahami, namun perlu peningkatan pada ketepatan waktu publikasi dan interaktivitas. Temuan ini menegaskan pentingnya kombinasi konten informatif, inspiratif, dan apresiatif untuk memperkuat komunikasi digital universitas serta menjadi dasar perancangan strategi konten yang lebih variatif dan berbasis data.

Kata kunci: media sosial, Instagram, engagement mahasiswa, mixed methods, UAJY

Abstract. This study analyzes engagement levels  and student perception of social media content on the official Instagram account of Universitas Atma Jaya Yogyakarta (@uajy). A mixed-methods approach was applied by combining quantitative analysis of interaction metrics (likes, comments, and shares) with in-depth interviews involving student followers of Instagram. A total of 837 posts published between 2023 and 2025 were categorized into three content types: achievements, motivational posts, and campus news and information. The results indicate that campus news dominated posting frequency, while non-academic achievement content generated the highest engagement levels. Photo-based posts achieved slightly higher average interactions than videos. Qualitative findings reveal that students perceive the account as informative, visually appealing, and easy to understand, although improvements are needed in posting timeliness and interactivity. Overall, combining informative, inspirational, and appreciative content is essential to strengthen digital communication and to support the development of more data-driven and engaging university social media strategies.

Keywords: social media, Instagram, student engagement, mixed methods, UAJY