HOW DOES TAGGING STRATEGY PLAY A ROLE IN CUSTOMER ENGAGEMENT IN RESTAURANT GOERS? A Case Study of Sate Ratu Restaurant

Yunisa Anindita Putri Pramitasari, Prof. Amin Wibowo, S.E., M.B.A., Ph.D

2025 | Tesis | S2 Manajemen

Penelitian ini mengkaji bagaimana strategi tagging Instagram mempengaruhi customer engagement pada restoran, dengan fokus pada Sate Ratu di Indonesia, yang menawarkan nasi gratis kepada pelanggan yang melakukan tagging restoran di Instagram.

Menggunakan data survei dari 210 pelanggan dan berbagai metode analitis, penelitian menemukan bahwa tagging berinsentif secara signifikan meningkatkan customer engagement. Partisipan dalam kampanye tagging menunjukkan tingkat engagement yang jauh lebih tinggi (t = 14,23, p < 0>

Temuan menunjukkan bahwa strategi tagging merupakan alat pemasaran digital yang hemat biaya untuk bisnis restoran kecil dan menengah, mendemonstrasikan manfaat yang jelas untuk pemasaran dari mulut ke mulut (WOM) dan kinerja penjualan. 

This paper contributes to the limited existing literature on social media tagging strategies and customer engagement in the restaurant sector. It provides an all-rounded review of how Instagram tagging campaigns affect consumer behaviour with special attention to Sate Ratu restaurant in Indonesia for the objective to be more specific, practical and focused. The paper looks at the restaurant's disincentivized tagging strategy in the form of free rice in return for customers naming the restaurant on Instagram messages.

The research question raised in this study is: How does tagging strategy play a role in customer engagement among restaurant goers, and what is its impact on word-of-mouth marketing and sales performance?

Based on a total of 210 survey results from the customers of Sate Ratu, there are 4 analyses, which are descriptive analysis, exploratory factor analysis, regression analysis, and comparative analysis, that shows that incentivized tagging strategy will have a significant effect on customer engagement level. Three antecedents to consumers' unauthorized sharing behavior — tagging participation, customer engagement, and purchase intention, are empirically examined in the study. Results indicate that participants in tagging campaigns have significantly greater engagement levels (t = 14.23, p < 0>

Kata Kunci : WOM, tagging strategy, customer engagement, word of mouth, purchase intention