THE ROLE OF DIGITAL MARKETING IN PUBLIC EDUCATION: A BRAND ENGAGEMENT STUDY IN THE DIRECTORATE GENERAL OF CUSTOMS AND EXCISE

Abstract

Digital marketing plays an important role in building brand engagement and improving public education. The Directorate General of Customs and Excise, through its slogan “Makin Baik,” seeks to strengthen the public's positive perception of the institution. However, there are still negative tendencies towards Customs and Excise, especially regarding transparency and service. Therefore, this study analyzes trends in posting frequency, audience retention, and public engagement on the Instagram and YouTube accounts of the Regional Office of the Directorate General of Customs and Excise of West Sumatra. The results reveal how the consistency and intensity of posts affect public perception of Customs and Excise. By tracing the patterns of posts and audience responses on social media platforms, this study evaluates the extent to which West Sumatra Customs' digital activities optimize brand engagement through the slogan “Makin Baik” to improve its image in the eyes of the public, especially service users from importers and exporters. The findings of this study are expected to provide recommendations for government agencies in optimizing digital marketing strategies to increase public education and strengthen brand engagement, while reducing negative tendencies towards Customs and Excise.