The Effect of Instagram Social Media Marketing Content towards the Public Attitude through Online Engagement (Study on the National Narcotics Agency Central Kalimantan Province)

This research seeks to see how the public's attitude towards the infobnn_prov_kalteng social media Instagram account currently has a total of 11,500 followers, with responses in the form of comments and likes on average still below 100 for each post uploaded. The purpose of this study was to examine how much influence content marketing carried out by Central Kalimantan BNNP Public Relations on Instagram and other social media has had on public attitudes. In this study, the samples taken were followers of Instagram account infobnn_prov_kalteng, which has 266 followers. The research methodology used is quantitative and analyzed with Data Analysis Techniques: Descriptive analysis and PLS SEM analysis with Smart Pls 3.0 tools. The results of the study show that the role of online engagement is very important (76%). An important research implication is that content marketing has a positive and significant effect on public attitudes through online engagement. This has the implication that if the Central Kalimantan BNNP admin maintains the quality of the content and regularly posts by creating interesting content, the public will receive a positive response.

This research seeks to see how the public's attitude towards the infobnn_prov_kalteng social media Instagram account currently has a total of 11,500 followers, with responses in the form of comments and likes on average still below 100 for each post uploaded. The purpose of this study was to examine how much influence content marketing carried out by Central Kalimantan BNNP Public Relations on Instagram and other social media has had on public attitudes. In this study, the samples taken were followers of Instagram account infobnn_prov_kalteng, which has 266 followers. The research methodology used is quantitative and analyzed with Data Analysis Techniques: Descriptive analysis and PLS SEM analysis with Smart Pls 3.0 tools. The results of the study show that the role of online engagement is very important (76%). An important research implication is that content marketing has a positive and significant effect on public attitudes through online engagement. This has the implication that if the Central Kalimantan BNNP admin maintains the quality of the content and regularly posts by creating interesting content, the public will receive a positive response.

INTRODUCTION
The prevalence rate of drug abuse in Indonesia has now reached 1.95% or 3.6 million people who have abused drugs, while in Central Kalimantan province it has reached 0.70% or 10,108 people who have used drugs and 0.40% or 6,317 people who use it for a year (BNN, 2021) so there is a need to reduce the prevalence rate of drug abuse among adolescents/youth. In response to this, the organization, in this case the National Narcotics Agency for Central Kalimantan Province, is tasked with conveying information about the dangers of drugs deemed necessary to obtain and increase a positive response from the public.

Content Marketing
Content marketing is a process directly or indirectly in promoting a product or service through the context of text, video, audio, which has added value both online and offline (Gunelius in Meilyana, 2018). Content marketing is a marketing technique for creating and distributing good content to attract the target audience with the aim of making a profit ((Pulizzi, 2009).
According to Kotler et al (2017: 124) content marketing is a marketing strategy in managing strategy, production, and distributing content in order to attract the attention of targeted consumers to encourage them to become customers. (Karr, 2016) identifies five dimensions that must be evaluated for each part of the content produced. In the statement submitted by Karr quoted in (Bening and Kurniawati, 2019) states that when implementing content marketing a company must be able to be fair between the time of creating content, promotion of that content, as well as the costs spent on that content. Because there are still many companies that spend a lot of time promoting their content on a large scale, so they ignore the cost of the content, so there is no continuity and burden the company. Therefore Karr identified 5 dimensions of content marketing that companies need to pay attention to, namely:

Reader Cognition
Reader Cognition is where content creators can make the readers of the content they create understand and be able to digest a content created with variousways that can reach all readers / target audience. Such as by means of visual, sound, and kinesthetic interactions (using limbs and brain simultaneously). According to (Bening & Kurniawati, 2019) there are 2 indicators in Reader Cognition related to Content Marketing, namely: a. Easy to understand: The content created by the company must be understandable to its target audience and the target who sees/reads/watches the content can understandwhat is in the content. b. Easy to remember: Content can be remembered by its readers, has its own uniqueness so it's easy to remember.

Sharing Motivation
Sharing Motivation is where content creators will share information that is very important in the social world. With sharing motivation, a company can expand their market reach to even more target audiences. There are specific reasons why content creators share their content. Content creators hope that anyone who reads/views it can increase and educate the reader's self-worth to others, create and describe self-identities online/online, make readers willing and able to actively involve themselves in a community, expand their networks and friendships, making the reader aware of events in the surrounding environment.

Factors
Factors are important where when a company creates content, they sometimes do not consider other factors that affect third parties outside of the content discussed by the target audience. There are 3 indicators from Factors according to (Bening & Kurniawati, 2019), namely: a. Beneficial for life and the environment: Content can provide a benefit to the lives of the readers and also the environment around them b. Meet public needs: Content is able to meet the expectations of public needs c. In accordance with the code of ethics and not manipulated: Content is made with an applicable code of ethics and is not manipulated

Social Media
There are several definitions of social media derived from various research literature (Nasrullah, 2017), namely: 1. According to Mandibergh (2012), social media is media that facilitates cooperation between users who produce content (user generated content). 2. According to Shirky (2008), social media and social software are tools to increase the ability of users to share, cooperate (to co-operate) among users, and take collective action, all of which are outside the institutional or organizational framework. (2012) define the word social media as a convergence between personal communication in the sense of sharing between individuals (to be shared one-to-one) and public media to share with anyone without any individual specificity.

Instagram
Instagram is a social media application that relies on picture publishing. Instagram is able to take, edit, and publish a moment by its users. Social media has a very good influence on the development of campaigns in carrying out their activities and activities. Social media makes campaign messaging easier and saves time, effort and money. Activities such as communication campaigns that can be carried out directly or indirectly can take advantage of social media, one of which is Instagram.
Instagram can be interpreted as a medium for taking photos and sending them quickly (Sari 2017:6). Instagram has 5 main menus (Atmoko, 2012:28), namely; 1. Homepage Home page is the main page that contains photos or videos from other users who have been followed. How to see it by sliding the screen towards and down.

Comments
Photos or videos that have been uploaded on Instagram can be commented on by other users in the comments column provided.

Explore
Explore is a collection of popular photos or videos that get a lot likes.

Profile
User information can be found through the profile.

News Feeds
The News Feed is a feature that contains notifications for various activities done by Instagram users.
According to Atmoko, there are sections on Instagram that should be filled in so that uploaded photos are more meaningful, namely; 1. Title The title or commonly called the caption is reinforcing the message you want conveyed through photos.

Hashtags
Hashtags are the hash symbol (#), these hashtags can be makes it easier for users to find photos or videos on Instagram with certain categories.

Location
This feature is a feature that displays the location where the user is taking a photo. Although Instagram is called a photo sharing service, Instagram is also a social network because through Instagram the user can interact with other users. Activities carried out on Instagram, namely: 1. Follow 2. Follow, Instagram users can follow or be friends with other users by following each other's Instagram accounts.

Likes
Like is an icon where users can like videos or photos that have been uploaded, by pressing the like button at the bottom of the photo description next to the comment column or by double-tapping on the photo.

Comment
Comments are activities of giving thoughts or opinions through sentences.

Mentions
The mention feature is used to mark other users by adding the arroba sign (@) in front of the Instagram account name of that user. Instagram made a feature inspired by Snapchat Stories and named Instagram Stories. This feature allows users to upload photos and videos which will then disappear after 24 hours.

Online Engagements
Online Engagement can be defined as a psychological state of the user that is categorized by the interactive, co-creative experience of the user with an agent and an object. E. Bonson and M. Ratkai (2013). Engagement itself by McGurk (Santoso, 2017) is explained as an interaction between two or more people about a product on social media. In operating online engagement on the Instagram platform, the like, tag and comment features can be used to represent online engagement. RLF Coelho, DS d. Oliveira and MIS d. Almeida (2016). A post with many likes can indicate that a content is interesting, increases the possibility of being liked by someone, and leads to the dissemination of information from a brand to potential customers. DS Moore and JC McElroy (2012). On the other hand, the large number of comments on a post represents the level of success or impact because comments make users take the time to express their opinions. Likes and comments have been widely used as a measure of the impact of a publication. F. Sabate, J. Berbegal-Mirabent, A. Cañabate and PR Lebherz (2014). Online engagement is important because the more online engagement you achieve, the more likely a brand will be known. In addition, online engagement is also important because it can show good relations with consumers and have an impact on consumer loyalty. B. Carter (2015). Likes and comments have been widely used as a measure of the impact of a publication. F. Sabate, J. Berbegal-Mirabent, A. Cañabate and PR Lebherz (2014). Online engagement is important because the more online engagement you achieve, the more likely a brand will be known. In addition, online engagement is also important because it can show good relations with consumers and have an impact on consumer loyalty. B. Carter (2015). Likes and comments have been widely used as a measure of the impact of a publication. F. Sabate, J. Berbegal-Mirabent, A. Cañabate and PR Lebherz (2014). Online engagement is important because the more online engagement you achieve, the more likely a brand will be known. In addition, online engagement is also important because it can show good relations with consumers and have an impact on consumer loyalty. B. Carter (2015). Online engagement is also important because it can show good relations with consumers and have an impact on consumer loyalty. B. Carter (2015). Online engagement is also important because it can show good relations with consumers and have an impact on consumer loyalty. B. Carter (2015).
Rosengren in (Rahmat, 2012) explains media exposure is the amount of time used in using media in various media. In addition to the time of use of media exposure, examine the types of media content that are accepted or with the media in general. Rosengren also explained that media exposure has three underlying dimensions, including: frequency, duration and intensity/attention.

Attitude
According to (Sunyoto, 2018) consumer attitudes are habits that are more inclined to a reaction from offering a product, the reaction given can be a positive attitude (good) or a negative attitude (not good) consequently. Meanwhile, according to (Sangadji, 2013) consumer attitudes are feelings that a person has in reacting to a certain object, these feelings are responses in the form of feelings of like or feelings of dislike. Examples of this consumer attitude are reactions or attitudes towards a brand, the price of a product, and advertisements for products or services that are shown on television and other consumer attitudes. According to Sangadji, there are three components that influence consumer attitudes (Sangadji, 2013), including: 1. Cognitive Component This component represents consumer knowledge and perceptions, and has rational and reasonable properties. This knowledge and perception will lead to a form of consumer belief that the attitude object has a variety of behaviors that will cause a certain response.

Affective Component
This component relates to feelings or emotions, which are in the form of feeling happy, sad, cheerful and so on that lead to a person's emotional side towards a particular product or brand. In these circumstances, it can enhance positive or negative experiences, because memories of emotional experiences can influence the emergence of individual thoughts and actions.

Conative (Psychomotor)
This component relates to an action or actions. This action or action is related to the individual's habit of taking action or behaving in a certain way towards an object.

METHODOLOGY
The type of research used in this study is a quantitative analysis method. Quantitative analysis method is a research method based on the philosophy of positivism which is used to examine certain populations or samples with research data in the form of numbers and analysis using statistics with the aim of testing predetermined hypotheses in order to obtain significance. differences between the variables studied (Kristinae et al., 2020). Descriptive analysis techniques are statistics that are used to analyze data by describing or describing East Asia Journal of Multidisciplinary Research (EAJMR) Vol. 2, No. 8, 2023: 3245-3260 3253 the data that has been collected as it is without intending to make general conclusions or generalizations from the questionnaire to266 followers of the Instagram account for the Central Kalimantan Province National Narcotics Agency, namely infobnn_prov_kalteng. The data used will come from the answers given by the respondents to the items contained in the questionnaire. In this research descriptive analysis uses the average value test (IBM, 2021). The mean is the most popular way to measure the average to find out the characteristics of a group of data by dividing the total amount of data content by the amount of data. (Okagbue et al., 2021).

RESULTS
The results of hypothesis testing are presented as follows: Based on the table above, it can be seen that all constructs have Cronbach's alpha values and composite reliability above 0.7. Thus it can be concluded that all constructs meet the reliability requirements so that further testing can be carried out.

R-Square Value
The R-Square value is used to assess how much the independent (exogenous) variable affects the dependent (endogenous) variable. Based on the table above, it is known that the R-Square value is 0.556 for the online engagement variable, which means that the model's ability to explain the online engagement variable is 55.6% and the remaining 45.4% is explained by other variables.
While the R-Square value of 0.769 on the public attitude variable shows that the model's ability on the online engagement variable in explaining the public attitude variable is 76.9% and the remaining 23.1% is explained by other variables.

Testing the Direct Effect between Constructs
Testing the direct influence between constructs is done by examining the relationship between each variable of content marketing, online engagement and public attitudes.  Table 3 shows that there are three accepted hypotheses. The test results can be explained as follows: a. H1. Content marketing has a positive and significant effect on public attitudes Based on the test results it is known that the path coefficient is equal to0.325. t statistic is greater than t table (5.425 > 1.96) and the p value is smaller than α (0.000 <0.05). Thus it can be concluded that H1 is accepted, which means that content marketing has a positive and significant effect on public attitudes.

b. H2. Marketing content has a positive and significant effect on online engagement
Based on the test results it is known that the path coefficient is 0.747. t statistic is greater than t table (23.174 > 1.96) and the p value is smaller than α (0.000 <0.05). Thus it can be concluded that H2 is accepted, which means that content marketing has a positive and significant effect on public attitudes. c. H3. Online Engagement has a positive and significant effect on public attitudes Based on the test results it is known that the path coefficient is 0.608. t statistic is greater than t table (9.9497 > 1.96) and the p value is greater than α (0.000 <0.05). Thus it can be concluded that H3 is accepted, which means that online engagement has a positive and significant effect on public attitudes.

Testing the Indirect Effect between Constructs
Testing the indirect effect (mediation) aims to see the position or position of the mediating variable in the model. The mediating effect is the relationship between exogenous and endogenous constructs through connecting variables.  Table 4 shows that there is one hypothesis that is rejected and one hypothesis is accepted. The test results can be explained as follows H4. Content marketing has a positive and significant effect on public attitudes through online engagement Based on the test results it is known that the path coefficient is equal to0.454. t statistic is greater than t table (8,464> 1.96) and the p value is smaller than α (0.000 <0.05). Thus it can be concluded that H4 is accepted, which means that marketing content has a positive and significant effect on employee attitudes through online engagement.

CONCLUSIONS AND RECOMMENDATIONS
Based on the research that has been done, the research conclusions can be explained as follows: 1. Content marketing has a positive and significant effect on public attitudes. This shows that the better, creative and innovative marketing content has an effect on increasing public attitudes. 2. Marketing content has a positive and significant effect on online engagement.
This shows that the better and more interesting marketing content has an effect on increasing interaction engagement between admins and followers (online engagement). 3. Online Engagementspositive and significant effect on public attitudes.This shows that the higher the interaction engagement between the admin and the followers, the effect on the increasepublic attitude towards uploaded content. 4. Content marketing has a positive and significant effect on public attitudes through online engagement. This shows that the admin is getting better at posting content in a waymaintain content quality and posting routineswill encourage an increase in online engagement which will further affect the increase in public attitudes.
Based on the results of this study, it can then be suggested that it will be useful for the National Narcotics Agency of Central Kalimantan Province and for further research: 1. For BNN Central Kalimantan Province a. To increase public attention to content posts uploaded by the Central Kalimantan BNNP Instagram admin, it is necessary to pay more attention to broadcast/post hours in uploading them. b. The Central Kalimantan BNNP Instagram account admin must quickly respond to any questions raised by the public by not taking too long in responding to provide answers. c. The Central Kalimantan BNNP Instagram account admin must respond appropriately to every question asked in accordance with the response expected by the public. d. The Central Kalimantan BNNP Instagram account admin must maintain the quality of the content/show in a more creative and innovative way by paying attention to suggestions and input comments from followers. e. The Central Kalimantan BNNP Instagram account admin must maintain quality by being more creative and innovative in creating content by participating in skills training on how to create good content. f. The Central Kalimantan BNNP Instagram account admin includes a link so that the public is encouraged to open other Central Kalimantan BNNP accounts such as Facebook, websites after viewing Instagram and inviting others to follow the Central Kalimantan BNNP Instagram account.

ADVANCED RESEARCH
Future research can improve the limitations of this study, including by increasing the number of respondents, re-examining research results that are not