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Digital Campaign Performance Analysis: A Case Study of TikTok Channel Addition and Influencer Utilization for Cafes in Malang City

  • Mourryn Galuh Erawati1*
  • M. Syauqi Haris2
  • Ahsanun N. Khudori3
1,2,3 Institut Teknologi Sains & Kesehatan dr. Soepraon image/svg+xml
* Corresponding Author: Mourryn Galuh Erawati
Front Cover IJSECS VOLUME 5 NOMOR 2 AGUSTUS 2025

Abstract

The digital revolution has transformed how brands connect with their audiences, making social media platforms essential tools for building strong relationships. Instagram and TikTok play crucial roles in boosting user engagement, particularly among active users who have integrated these platforms into their daily lives for both information seeking and entertainment purposes. Our study examines how digital strategies can drive engagement rate improvements across social media channels, focusing on creative content usage and channel selection that matches target audience characteristics. We employed quantitative methodology through direct observation of interaction indicators including views, likes, comments, shares, and saves. Performance analysis compared social media metrics before and after digital strategy implementation. As a case study, we analyzed Kogu Cafe, a culinary business that began implementing visual content strategies, expanding distribution channels through TikTok, and establishing collaborations with local influencers. Results demonstrate substantial engagement rate increases. On Instagram, user involvement grew from approximately 1.5% to over 5% within three months. Meanwhile, TikTok achieved peak performance in April with an engagement rate of 5.42%. Influencer collaborations with Khuril and Bibilcu also generated positive impacts, producing engagement levels of 7.20% and 5.79% respectively. These findings indicate that well-structured digital strategies adapted to audience behavior patterns can deliver measurable impacts on social media performance.

Keywords

Social Media Engagement Rate TikTok Instagram Influencer Collaboration

How to Cite

Citation Format
Erawati, M. G., Haris, M. S., & Khudori, A. N. (2025). Digital Campaign Performance Analysis: A Case Study of TikTok Channel Addition and Influencer Utilization for Cafes in Malang City. International Journal Software Engineering and Computer Science (IJSECS), 5(2), 752-762. https://doi.org/10.35870/ijsecs.v5i2.4459

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Author Biographies

Mourryn Galuh Erawati, Institut Teknologi Sains & Kesehatan dr. Soepraon

Informatics Study Program, Faculty of Science and Technology, Institut Teknologi, Sains, dan Kesehatan RS.DR. Soepraoen Kesdam V/BRW, Malang City, East Java Province, Indonesia

M. Syauqi Haris, Institut Teknologi Sains & Kesehatan dr. Soepraon

Informatics Study Program, Faculty of Science and Technology, Institut Teknologi, Sains, dan Kesehatan RS.DR. Soepraoen Kesdam V/BRW, Malang City, East Java Province, Indonesia

Ahsanun N. Khudori, Institut Teknologi Sains & Kesehatan dr. Soepraon

Informatics Study Program, Faculty of Science and Technology, Institut Teknologi, Sains, dan Kesehatan RS.DR. Soepraoen Kesdam V/BRW, Malang City, East Java Province, Indonesia

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Copyright (c) 2025 Mourryn Galuh Erawati, M. Syauqi Haris, Ahsanun N. Khudori

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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