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Abstract

This study aims to understand the engagement rate (ER) gap between Influencer Generated Content (IGC) and Firm Generated Content (FGC) on the Instagram account @meccafriedchicken.id in September 2025 through consumer perceptions. This study uses a descriptive method with a descriptive qualitative approach and a constructivist paradigm. Research data were collected through literature studies, text observations of the Instagram account @meccafriedchicken.id, and semi-structured in-depth interviews with external and internal informants, as well as specialists. The results show that the reason behind the ER gap is that consumers find IGC more appealing because it combines visual and audio stimuli simultaneously. Therefore, consumer perceptions are formed through the visual appearance of the product, the influencer's communication style, and the comprehensive delivery of information. This study concludes that content type and influencer presence significantly influence the process of forming consumer perceptions of a brand on social media

Keywords

Perception Brand Social Media

How to Cite

Citation Format
Akbar, N., & Wempi, J. A. (2026). Persepsi Konsumen pada Konten IGC dan FGC di Akun Instagram @meccafriedchicken.id. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 10(4), 1643-1649. https://doi.org/10.35870/jtik.v10i4.6876

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Author Biographies

Nagiza Akbar, LSPR Institute of Communication and Business

Program Studi Ilmu Komunikasi, Fakultas Komunikasi, LSPR Institute of Communication and Business, Kota Jakarta Pusat, Provinsi Daerah Khusus Ibukota Jakarta Indonesia

Jefri Audi Wempi, LSPR Institute of Communication and Business

Program Studi Ilmu Komunikasi, Fakultas Komunikasi, LSPR Institute of Communication and Business, Kota Jakarta Pusat, Provinsi Daerah Khusus Ibukota Jakarta Indonesia

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Copyright (c) 2026 Nagiza Akbar, Jefri Audi Wempi

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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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