UNVEILING THE FACTORS INFLUENCING INSTAGRAM POST ENGAGEMENT USING LINEAR PREDICTIVE ANALYTICS MODEL: A CASE STUDY OF INSTAGRAM ACCOUNTS OF COFFEE SHOPS IN WEST JAKARTA FINAL PROJECT By Sachio Dariell Sutanto 19020151 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2023 this page is intentionally left blank. ii ABSTRACT UNVEILING THE FACTORS INFLUENCING INSTAGRAM POST ENGAGEMENT USING LINEAR PREDICTIVE ANALYTICS MODEL: A CASE STUDY OF INSTAGRAM ACCOUNTS OF COFFEE SHOPS IN WEST JAKARTA By Sachio Dariell Sutanto 19020151 The rapid growth of the coffee shop industry is currently happening in Indonesia, and that rapid growth induces fierce competition between each other, and one of the areas in Indonesia that is affected by the growing number of coffee shops in Indonesia is West Jakarta. When competing, there is a need for a coffee shop to establish a positive relationship with its customers to promote its products. One of the methods of establishing relationships with customers is by using social media, and one of the most popular social media is Instagram. The main interaction platform between the coffee shop and its customers is through Instagram posts, by liking or commenting on the post. Those interactions on Instagram will then be quantified by the application itself by the count of likes and comments in the posts. Then, using both quantified metrics, with the addition of the count of followers of the accounts, we are intrigued to create predictive analytics for the engagement metrics in Instagram to predict the engagement rate of future posts. In this study, we will focus on analyzing the Instagram engagement metrics, like, comments, and followers, to predict the engagement rate on an Instagram post. With multiple linear regression, we developed a model to forecast the outcome of future Instagram posts. The prediction variables include the factors that we can input when posting on Instagram, such as Captions, Locations, Audio, Hashtags, and the type of the Post itself. Although we have analyzed several variables that we may modify when posting on Instagram, we found out that not all variables exhibit significant impacts on the engagement rate, only two variables have a significant impact on the predicted value of an Instagram post. In consequence, this study serves as a foundation for predicting engagement rates of Instagram posts of coffee shops, helping coffee shop owners on creating a plan for their Instagram posts. Although there are some flaws in the model, it could still provide the coffee shop owners on anticipating the outcomes for their future Instagram posts. Keywords: Predictive analytics, Coffee shop, Social media, Instagram engagement rate, Machine learning, Multiple linear regression iii ABSTRAK UNVEILING THE FACTORS INFLUENCI NG INSTAGRAM POST ENGAGEMENT USING LINEAR PREDICTIVE ANALYTICS MODEL: A CASE STUDY OF INSTAGRAM ACCOUNTS OF COFFEE SHOPS IN WEST JAKARTA Oleh Sachio Dariell Sutanto 19020151 Industri coffee shop di Indonesia sedang mengalami pertumbuhan yang sangat pesat. Pertumbuhan ini mengakibatkan terjadinya kompetisi yang sangat sengit antar coffee shop, dan salah satu daerah yang terkena dampak dari pertumbuhan jumlah coffee shop adalah Jakarta Barat. Dalam persaingannya, para pemilik bisnis harus memastikan bahwa relasi yang mereka miliki dengan pelanggan mereka bersifat positif agar produk mereka memiliki sentimen positif. Salah satu cara untuk membentuk relasi yang dengan pelanggan mereka adalah menggunakan media sosial, dan salah satu media sosial yang populer adalah Instagram. Jembatan interaksi utama antara coffee shop dan para pelanggannya di Instagram adalah melalui postingan Instagram. Post pada Instagram memungkinkan pengguna untuk berinteraksi dalam bentuk like dan comment. Interaksi ini kemudian dikuantifikasi oleh Instagram dengan menampilkan jumlah like dan comment pada postingan tersebut.