ANALISA PENGARUH CONTENT MARKETING TERHADAP REPEAT PURCHASE DENGAN CUSTOMER VALUE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABLE INTERVENING PADA ONLINE TRAVEL AGENT AGODA

Richy Christian

Abstract


Perkembangan teknologi dan smartphone serta internet yang sangat pesat membawa perubahan yang sangat signifikan dalam berbagai aspek kehidupan dan salah satunya adalah bisnis. Banyak bisnis dijaman sekarang yang dijalankan secara online, tidak hanya jual beli barang seperti E-commerce tetapi juga pada bisnis tour and travel. Keadaan ini membuat pemilik usaha mulai beralih menggunakan Content Marketing sebagai strategi pemasarannya. Penelitian ini bertujuan untuk menganalisa pengaruh dari Content Marketing terhadap Repeat Purchase dengan Customer Value dan Customer Engagement sebagai variabel intervening pada Agoda. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden yang merupakan pelanggan dari Agoda. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.

Keywords


content marketing, customer value, customer engagement, repeat purchase.

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