Bagaskara, Dhenindra and Inggang Perwangsa Nuralam, SE., MBA., PhD (2023) Pengaruh Content Marketing Instagram terhadap Purchase Intention melalui Customer Engagement sebagai Variabel Mediator (Survei pada Followers Akun Kesehatan Mental Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Content marketing merupakan suatu kebaharuan dan penyesuaian metode pemasaran ketika menggunakan media sosial. Salah satu tujuan content marketing adalah menciptakan customer engagement yang kemudian akan berdampak pada purchase intention dalam jangka panjang. Salah satu perusahaan yang menerapkan content marketing adalah perusahaan kesehatan mental yakni Klee.id, Meaningful.me, dan Satu Persen. Tujuan penelitian ini untuk mengetahui dan menjelaskan (1) pengaruh content marketing terhadap customer engagement, (2) pengaruh content marketing terhadap purchase intention, (3) pengaruh customer engagement terhadap purchase intention, dan (4) pengaruh content marketing terhadap purchase intention melalui customer engagement Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah followers akun kesehatan mental (Klee.id, Meaningful.me, dan Satu Persen) di Kota Malang dengan sampel sebanyak 277 responden diperoleh melalui teknik pengambilan sampel convinience sampling. Metode pengumpulan data menggunakan kuesioner dengan teknik analisis data menggunakan Structural Equation Modelling (SEM) PLS. Hasil pengujian path coefficient menunjukkan bahwa (1) variabel content marketing memiliki pengaruh langsung terhadap customer engagement, (2) variabel content marketing tidak memiliki pengaruh langsung terhadap purchase intention, (3) variabel customer engagement memiliki pengaruh langsung terhadap purchase intention, dan (4) variabel content marketing memiliki pengaruh tidak langsung terhadap purchase intention melalui Customer engagement.
English Abstract
Content marketing is a novelty and adjustment to marketing methods when using social media. One of the goals of content marketing is to create customer engagement which will then have an impact on purchase intention in the long run. One company that implements content marketing is a mental health company, namely Klee.id, Meaningful.me, and Satu Persen. The purpose of this study is to determine and explain (1) the influence of content marketing on customer engagement, (2) the influence of content marketing on purchase intention, (3) the influence of customer engagement on purchase intention, and (4) the influence of content marketing on purchase intention through Customer engagement The type of research used is explanatory research with a quantitative approach. The population in this study is followers of mental health accounts (Klee.id, Meaningful.me, and One Percent) in Malang City with a sample of 277 respondents obtained through convinience sampling techniques. The data collection method uses questionnaires with data analysis techniques using PLS Structural Equation Modeling (SEM). The results of the path coefficient test show that (1) content marketing variables have a direct influence on customer engagement, (2) content marketing variables do not have a direct influence on purchase intention, (3) customer engagement variables have a direct influence on purchase intention, and (4) Content marketing variables have an indirect influence on purchase intent through customer engagement.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030498 |
| Uncontrolled Keywords: | Content Marketing, Customer Engagement, Purchase Intention |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Jan 2024 02:09 |
| Last Modified: | 10 Jan 2024 02:09 |
| URI: | http://repository.ub.ac.id/id/eprint/206678 |
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