Andjani, Rania and Hanifa Maulani Ramadhan, SAB., MAB. (2023) Pengaruh Content Marketing terhadap Customer Engagement dan Dampaknya pada Loyalitas Generasi Z (Survei pada Followers Instagram Parfum Merek HMNS di Wilayah DKI Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini yaitu untuk mengetahui dan menjelaskan pengaruh Content Marketing terhadap Customer Engagement dan Dampaknya pada Brand Loyalty pada Generasi Z dengan studi kasus followers Instagram HMNS di DKI Jakarta. Jenis penelitian pada skripsi ini menggunakan jenis penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Pengambilan sampel dilakukan pada followers Instagram HMNS di DKI Jakarta dengan 116 responden melalu perhitungan rumus Machin Campbell dengan teknik purposive sampling serta pengumpilan daya melalui kuesioner online. Analisis yang dilakukan pada penelitian ini adalah analisis deskriptif dan path analysis menggunakan software SPSS 25 Windows. Hasil dari penelitian ini menunjukan bahwa (1) variabel Content Marketing berpengaruh signifikan terhadap Customer Engagement, (2) variabel Content Marketing berpengaruh signifikan terhadap Brand Loyalty, (3) variabel Customer Engagement berpengaruh signifikan terhadap Brand Loyalty, dan (4) Terdapat pengaruh tidak langsung yang positif dan signifikan antara Content Marketing terhadap Brand Loyalty melalui Customer Engagement.
English Abstract
This research aims to determine and explain the influence of Content Marketing on Customer Engagement and its impact on Brand Loyalty among Generation Z Instagram followers of HMNS in DKI Jakarta. The type of research in this thesis uses explanatory research with a quantitative approach. This research carried out sampling of HMNS Instagram followers in DKI Jakarta with 116 respondents using the Machin Chambell formula calculation with a purposive sampling technique and power collection through an online questionnaire. The analysis carried out in this research was descriptive analysis and path analysis using SPSS 25 for Windows software. The results of this research show that (1) the Content Marketing variable has a significant effect on Customer Engagement, (2) the Content Marketing variable has a significant effect on Brand Loyalty, (3) the Customer Engagement variable has a significant effect on Brand Loyalty, and (4) there is an indirect relationship of the positive relationship between Content Marketing and Brand Loyalty through Customer Engagement.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Content Marketing, Customer Engagement, Brand Loyalty-Content Marketing, Customer Engagement, Brand Loyalty |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 16 Jan 2024 04:50 |
| Last Modified: | 16 Jan 2024 04:50 |
| URI: | http://repository.ub.ac.id/id/eprint/210910 |
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Text (DALAM MASA EMBARGO)
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