Analisis Jalur Menentukan Dampak Content Marketing Terhadap Customer Engagement Pada Repurchase Intention

Mustika Desi Rahmadhan, Dominica A. Widyastuti

Abstract


This study analyzes the influence of content marketing, customer engagement and repurchase intention using path analysis. This study uses a quantitative approach method, with data collection methods using surveys through online questionnaires distributed to Instagram followers @hijoo.id. Data collection was carried out by simple random sampling with a sample of 102 respondents. The data analysis technique used was Path Analysis, which was previously instrument tested, descriptive statistical analysis, classical assumption test, correlation analysis. The test was carried out using SPSS Software. The results of the study show that content marketing has a significant and positive effect on customer engagement; customer engagement has a significant and positive effect on repurchase intention and so does content marketing have an effect on repurchase intention which is mediated by customer engagement.

Keywords


Content marketing, customer engagement, repurchase intention, instagram, path analysis

References


Anggita, M., & Trenggana, A. F. M. (2020). Pengaruh Customer Engagement Dan E-Service Quality Terhadap Niat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Mediator Tiket.Com. ProBank, 5(1), 83–99. https://doi.org/10.36587/probank.v5i1.570

Bayu, D. J. (2020). Alasan Utama Orang Indonesia Gunakan Internet untuk Bermedia Sosial. Databoks Katadata. https://databoks.katadata.co.id/datapublish/2020/11/13/alasan-utama-orang-indonesia-gunakan-internet-untuk-bermedia-sosial

Bening, B., & Kurniawati, L. (2019). The Influence of Content Marketing toward the Customer Engagement of Tokopedia Users in Yogyakarta. International Conference on Technology, Education and Sciences, 138–148. http://jurnal.ustjogja.ac.id/index.php/incotes/index

BiznetHome. (2019). No Title. https://www.facebook.com/BiznetHome/posts/di-zaman-yang-serba-canggih-seperti-saat-ini-semua-aktivitas-sekarang-bisa-kita-/1426265104191257/

Coleman, B. (2021). The Ultimate Guide to Customer Engagement in 2021. Blog.Hubspot.Com. https://blog.hubspot.com/service/customer-engagement-guide

Content Marketing Institute. (2012). What Is Content Marketing? Content Marketing Institute. https://contentmarketinginstitute.com/what-is-content-marketing/

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635

Gunelius, S. (2011). Content Marketing For Dummies. John Wiley & Sons, Inc.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. In European Journal of Marketing (Vol. 37, Issue 11/12). https://doi.org/10.1108/03090560310495456

Hermawan, Y., & Semuel, H. (2017). Analisa Pengaruh Celebrity Endorsement Lee Min Ho Dalam Iklan Luwak White Koffie Terhadap Brand Image Dan Repurchase Intention. Jurnal Strategi Pemasaran, 4(1), 6.

IFrameCreative. (2021). Pentingnya Memiliki Banyak Followers Pada Instagram. Iframental.Com. https://iframerental.com/blog-pentingnya-memiliki-banyak-followers-pada-instagram-175#:~:text=Semakin banyak followers di media,promo-promo yang Anda berikan.

Jalantina, D. I. K., & Minarsih, M. M. (2021). Meningkatnya Repeat Purchasedengan Content Marketing dan Brand Performance Melalui Customer Engagement Pada Konsumen Produk Fashion Merek Uniqlo. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 3(2), 251–262. https://doi.org/10.47065/ekuitas.v3i2.1160

Karr, D. (2016). How to map your content to unpredictable customer journeys. Meltwater Outside Insight, 9.

Kemp, S. (2022). DIGITAL 2022: GLOBAL OVERVIEW REPORT. Data Reportal. https://datareportal.com/reports/digital-2022-global-overview-report

Kemp, S. (2022). DIGITAL 2022: INDONESIA. Data Reportal. https://datareportal.com/reports/digital-2022-indonesia?rq=indonesia

Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0. PT Gramedia Pustaka Utama.

Kristiani, P., & Dharmayanti, D. (2017). Pengaruh Social Media Marketing terhadap Repeat Purchase dengan Variabel Intervening Perceived Service Quality dan Brand Image pada Industri Fast-Food Restaurant di Surabaya. Petra Business & Management Review, 3(1), 67–84.

Nikbin, D., Ismail, I., Marimuthu, M., & Abu-Jarad, I. Y. (2011). The impact of firm reputation on customers’ responses to service failure: The role of failure attributions. Business Strategy Series, 12(1), 19–29. https://doi.org/10.1108/17515631111106849

Patrutiu Baltes, L. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 8(2), 111–118.

Qorri, N. (2020). ASEAN as The New Kingdom of Digital Economy : Pertumbuhan Pesat Ekonomi Digital Asia Tenggara. Pusat Studi Sosial Asia Tenggara Universitas Gadjah Mada.

Rini, E. S. (2019). Hubungan Antara Kesepian Dengan Problematic Internet Use Pada Mahasiswa.Universitas Mercu Buana Yogyakarta.

Rohma, S., Sya’roni, M., Mufrihah, S., & Arafat, A. T. (2020). Media Sosial Sebagai Sarana Pemasaran Konten Edukasi Islami Untuk Masyarakat Semarang. Dimas: Jurnal Pemikiran Agama Untuk Pemberdayaan, 20(2), 117. https://doi.org/10.21580/dms.2020.202.6712

Saidani, B., & Arifin, S. (2012). PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DAN MINAT BELI PADA RANCH MARKET. Jurnal Riset Manajemen Sains Indonesia (JRMSI), 7.

Santoso, A. V. (2020). Analisis Pengaruh Digital Marketing Terhadap Repeat Purchase dengan Customer Engagement dan Customer Experience sebagai Variabel Intervening pada Layanan Pesan-antar Makanan Go-Food di Surabaya. Jurnal Strategi Pemasaran, 7(1), 1–12.

Shanyndita, A. S. (2020). Analisis Content Marketing Instagram Shopeekpop Dalam Upaya Membentuk Customer Engagement (Studi Pada 3 Informan Followers Instagram Shopeekpop & Customer Shopee). Universitas Bakrie.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201

Wijaya, N., & Dharmayanti, D. (2017). Pengaruh Brand Performance Terhadap Repeat Purchase Dengan Competitive Advantage Dan Customer Engagement Sebagai Variabel Intervening Pada Pengguna Sepeda Motor Honda di Surabaya. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 3(3), 101–110.


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Indexed by :

http://journal.bakrie.ac.id/public/site/images/admin/neliti-blue_02_120 http://journal.bakrie.ac.id/public/site/images/admin/googlescholar_logo_120 http://journal.bakrie.ac.id/public/site/images/admin/garuda1_120_01 http://journal.bakrie.ac.id/public/site/images/admin/ios_perpus02_146 http://journal.bakrie.ac.id/public/site/images/admin/crossref-logo21_158

 

Editorial Office :

Journal of Entrepreneurship, Management and Industry (JEMI)

http://journal.bakrie.ac.id/public/site/images/admin/logo_ub_-_dasar_terang_120

Jl. HR Rasuna Said Kav. C-22, Rasuna Epicentrum, Kuningan. Jakarta Selatan 12920. email : [email protected]


http://journal.bakrie.ac.id/public/site/images/admin/5ajamrit_t_01

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.