The Influence of Followers Motivation on Kesatria Bengawan Solo Instagram Engagement

Social media in the sports world has become an important tool in the increasingly advanced technological era like today, where follower engagement has emerged as a standard measure of social media content success. Kesatria Bengawan Solo (KBS), one of Indonesia's basketball clubs, also utilizes Instagram as a means to convey information or other interests of the club to be widely known by the public. There are limitations in previous research that have not specifically examined the intrinsic and extrinsic motivations of followers in interacting with the social media of basketball teams in Indonesia. Responding to these limitations, this study aims to determine the influence of followers' motivations on engagement on KBS's Instagram, applying the concepts of intrinsic and extrinsic motivation as measures and elaborating on the gratifications sought within the Uses and Gratifications theory. The research design uses a quantitative method by distributing questionnaires in the form of Google Forms to 100 KBS Instagram followers through social media messages based on purposive non-probability sampling. This study found that each motivation, both intrinsic and extrinsic, individually has a significant effect on engagement, with a greater influence from extrinsic motivation, which indicates that KBS followers tend to be passive in consuming content, but are also driven by external needs and satisfaction. This study confirms the relevance of the Uses and Gratifications Theory in explaining followers' engagement behavior on the KBS Instagram account, as well as intrinsic and extrinsic motivations as operationalizations of motives within the context of sports social media. As an additional contribution, the results of this research provide conclusions for the KBS social media team in designing more effective content strategies to increase engagement and add to the literature on similar studies, especially on basketball club accounts in Indonesia.