Comparison of Facebook and Instagram to Assess the Efectiveness of Advertising Channels in Customer Acquisition

ABSTRACT


INTRODUCTION
The development of technology today causes everything to be done online, be it communication, teaching and learning, and business [1]. One of the uses of technology in business through social media [2]. Social media marketing is a social media activity that helps facilitate interactions, disseminate information, provide personalized purchase recommendations, and create word of mouth among customers about trending products and services [3]. Online product or service marketing activities, creating and introducing businesses at more affordable prices and also simple created from marketing activities on social media [4]. In addition, consumers on social media can be more proactive in communicating with sellers and buyers and potential buyers about the products they are P.ISSN: 2086 -4981 E.ISSN: 2620 -6390 tip.ppj.unp.ac.id interested in [5]. Social media marketing improves customer engagement, creates brand awareness, enables more targeted new customer acquisition and improves product advertising [6].
Ads on social media are already widely used, these can be seen on popular social networks such as Twitter, Facebook, Instagram, and Pinterest [7]. The number of Facebook users in Indonesia reached 129.85 million users and Instagram reached 99.15 million users in early 2022 [8], [9]. Facebook and Instagram are social media platforms that excel in the field of advertising and also have advantages in interacting with users of the application [10]. Social media will create connections between its users, the interaction that takes place can be in the form of exchanging information, news, complaining, greeting each other, and many other things [11]. Building a good relationship with consumers is the most effective form of marketing in establishing relationships with consumers [12]. Facebook and Instagram make it easy for app users to create ads on their platforms, with features like ad targeting and different types of ads that users can create [13]. The higher the engagement rate, the more profitable it benefits advertisers when accounting for cost, the number of viewers viewed, and the potential increase in deals they will have in the future [14]. The measure of market efficiency is determined by the market's ability to facilitate transactions, bring sellers and buyers together, and provide infrastructure [15]. One of the things that must be done to measure the performance of advertisements on social media is to calculate the level of engagement rate between social media, so that it is known which social media is more effective in obtaining an engagement rate. Independent test T test is a tool used to determine significant differences between the average of two independent samples [16].
Similar research has been conducted by Tikno[14], This study measures the performance of media use in Facebook advertising such as photos and videos. The results of this study show that Indonesia has a high engagement rate on ads with video types when compared to photo types. Furthermore, it was also carried out by Tetuko Aldimas Setyawan Eka Pradana, Retno Indah Rokhmawati, Yusi Tyroni Mursityo [17], The results of the study showed that all indicators have a good degree of significance and are acceptable. The variables of social media technology use, customer engagement initiatives, and relational information processes have a strong relationship. Customer relationship performance variables have a moderate relationship and customer relationship oriented variables have no relationship and finally research by İbrahim Kırcova, Yemeni Yılmaz, and Şirin Gizem Köse [18], The results of this study show that social media networks differ according to consumer brand engagement. In addition, consumer brand engagement differs by age, education level, and income level. Other results prove that consumer brand engagement differs by frequency of social media use and time spent using social media. In addition, social trading buying intentions differ according to social media networks.

Data Collection
In this study, the researcher had two data, namely primary data and secondary data, primary data is data that is directly taken from the original source, while the data is generated from interviews and observations while secondary data is obtained from books and journals related to research.

Research Instruments
The research instrument consists of IBM SPSS Statistics 25 and Facebook Business Manager. Facebook Business Manager is used to collect ad data shared by Rotte Bakery over 23 days on Facebook and Instagram. The data taken is the number of reach and interaction sourced from the two media to calculate the engagement rate value, SPSS is used to process engagement rate data using the Independent T test.

. Engagement Rate
Engagement rate is a measurement of performance on a piece of content on social media platforms, especially on Instagram and Facebook which is also a standard metric in marketing on social media [19]. This engagement data consists of several collections of actions such as pressing the like button, leaving a comment, sharing an upload, or just pressing a link contained in an ad. Engagement is a parameter to determine the effectiveness and efficiency of marketing activities, the formula used to measure the engagement rate of advertising is as follows: E = A/R (1) Which: E = Engagemet Rate A=Action/ Interaction (Number of people who interact with ads such as likes, comments, shares) R = Reach (Number of people who saw the ad).

Independent T test
The Independent T test is used to determine the significance of the treasury between the two ways the data are obtained. The use of independent T test is used in unbound research subjects [12]. In this study there are 2 hypotheses : 1. Hypothesis to determine whether there is a difference between the average of the two engagements that have been obtained. 2. Hypothesis to determine whether there is significance of the difference in average engagement that has been obtained from the two channels.
First hypothesis: 1. If H¬0 = x1 -x2 = 0 There was no difference in average engagement gains from both channels and H1 was rejected.
2. If H1 = x1 -x2 ≠ 0 There was an average difference in engagement gains from both channels and H0 was rejected and continued with the next hypothesis to see the significance of engagement gains from both channels.
The use of the t table is one of the factors that become a reference for the results of the calculated test. 2. If t test < t table There are no significant differences between the two channels.

RESULTS AND DISCUSSION
The data used in this study is Rotte Bakery product advertising data on Facebook and Instagram channels starting from April 07, 2022 to April 29, 2022. Here is the display of ads that are spread on social media facebook and instagram. After the ad is distributed for 23 days, the results will be obtained which will be described in table 1 and table 2. The table data above is data that has been processed by the engagement value. Furthermore, the comparison of the average engagement value using SPSS with the Independent T test method is carried out. From this data, the average results of facebook channels (6.8304) and instagram channels (5.2478) were obtained. Based on the results of the average calculation, the first hypothesis is answered, namely H1 = x1 -x2 ≠ 0, there is a difference in engagement gains between the two and continued to the next hypothesis.

CONCLUSION
From the results that have been obtained, there is a difference in the engagement rate of Facebook and Instagram, Facebook has an average of 6.8304 while Instagram has an average of 5.2478. Based on testing using the T-test model to justify the difference in engagement rate gain from advertising media, the results of the T-test model can be described, namely: there is significance of the engagement rate gain from the use of advertising media that has been used. And it can be concluded that Facebook is more effective in obtaining engagement rates.
The results of this study are limited to advertisements spread by Rotte Bakery and cannot be used as a reference by companies in other fields because they still have dependence on Rotte Bakery's social media algorithms. For further research, it is expected to use types of advertising media in the form of videos and add other social media as comparison material.