Measuring SMM Effectiveness and Comparing Customer Engagement on Facebook and Instagram: The Case Study of Ngopi UK in Birmingham

Abstract. Social media has become a very important part of our daily life and ever since internet gets more and more easily accessible, it indirectly also expands the benefits of social media, which includes the offering of new marketing tools for businesses. As a newly established business, Ngopi UK, which is the first Indonesian coffee shop to be built in the United Kingdom, aims to implement a marketing strategy that can make them gain a large amount of profit with as minimal effort as possible. They determine to know the performances of their current social media marketing (SMM) platforms, which are Facebook and Instagram, whether or not they have been effective in raising sales and which one of them is more effective in engaging customers. We collect two types of data directly from Ngopi UK, consisting of sales reports and social media metrics. The result shows that Ngopi UK's social media marketing has significantly impacted their sales. Furthermore, Instagram is proven to be more engaging than Facebook. Based on this result, it is recommended for new coffee shops like Ngopi UK to utilize social media marketing as their marketing tool, especially Instagram as their main platform.Keywords: Customer Engagement; Facebook; Instagram; Social Media Marketin

KUALITAS DNA HASIL PURIFIKASI DARI SOSIS SAPI SEBAGAI BAHAN AUTENTIKASI HALAL BERBASIS MARKER GENETIK (DNA Quality of Purification from Beef Sausage as Halal Authentication Material Based on Genetic Marker)

This study aims to determine the effect of the preparation method and the number of samples on the quality of purified DNA from beef sausage. The study was conducted using a Randomized Block Design. The main factor is the sample preparation method which consists of P1: fresh sample; P2: oven-dried sample; and P3: Freeze-drying dry samples. Each treatment consisted of 4 groups, namely K1: sample weight 25 mg; K2: sample weight 50 mg; K3: sample weight 75 mg; and K4: sample weight 100 mg. Each treatment group was repeated 2 times so that the total sample was 24. The results showed that DNA purification using different preparation methods and sample weights was successfully carried out, as seen from the presence of DNA bands visualized on agarose gel with EtBr staining. The average DNA quality of the P1, P2, and P3 preparation methods were 1.60±0.90 ng/μl, 2.63±0.99 ng/μl, and 2.94 ±0.89, ng/μl respectively, with DNA purity 1.023 ±0.165, 0.937±0.148, and 1.014±0.163. The average DNA quality at K1, K2, K3, and K4 obtained DNA concentrations of 3.03±1.64 ng/μl, 3.15±0.74 ng/μl, 2.28± 1.66 ng/μl, and 2.54±1.50 ng/μl with a purity of 1.059±0.142, 0.981±0.130, 0.908±0.061, and 1.061± 0.215. The average total concentration of purified DNA from beef sausage was 2.75±1.28 ng/μl with a purity of 0.991±0.149. The results of variance showed that the treatment did not affect the concentration and purity of purified DNA from beef sausage. This study concludes that DNA purification from beef sausage can be carried out, but the preparation method and number of samples do not affect the quality and quantity of DNA