The Influence of Social Media Content Quality on Social Media Engagement with Attitudes Towards Social Media Content as Mediating Variable among The Millennial Generation in Salatiga City

This study aims to examine the influence of social media content quality on Instagram engagement (Account @infokabarsalatiga) among millennials in the city of Salatiga by categorizing content based on content pillars and specifically identifying which content pillar has the most influence and receives the most engagement through likes, comments, and shares on the @infokabarsalatiga account. This study employs Path Analysis to analyze the relationship patterns between variables: Social Media Content Quality, Attitude towards Social Media Content, and Social Media Engagement, to determine the direct and indirect effects between variables. The data collection period was conducted for 1 month, obtained 128 respondents. The population of this study is Instagram users, particularly millennials in the city of Salatiga, who are followers of the Instagram account @infokabarsalatiga. The sample selection was made using purposive sampling technique. The research results show that the most influential content pillar in terms of content quality is the entertainment content pillar, followed by promotional, interactive, and inspirational content pillars, with the least being interactive. Content quality has a positive influence on social media engagement, with the @infokabarsalatiga account producing content that is interesting to its Instagram followers. In addition, attitudes towards content act as a mediator, where quality content encourages positive responses from users