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

Richy Christian(1*),


(1) 
(*) Corresponding Author

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.

References


Abel, S. (2014). Why content marketers need

intelligent content // Econtent, October.

Bilson, Simamora. (2002). Panduan riset

perilaku konsumen. PT Gramedia Pustaka Utama, Jakarta

Blattberg, R.C. and Deighton, J. (1996),

“Manage marketing by the Customer equity”, Harvard Business Review, Vol. 28 No. 3, pp. 136-144.

Brodie, Roderick. Linda D. Hollebeek.

Beljan Juric & Ana Ilic. (2011). “Customer engagement: Conceptual domain, fundamental propositions, and implications for research”. Journal of Service Research. 252-271.

Chasser, A., Wolfe, J. (2010). Brand rewired:

Connecting branding, creativity, and intellectual property strategy hardcover. – San Francisco: Willey.

Cravens, D.W dan Nigel F. Piercy.

(2009). Strategic marketing 9th edition. New York: McGraw-Hill.

Dick, A.S. and Basu, K. (1994), “Customer

loyalty: Toward an Integrated conceptual framework”, Journal ofthe Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.

Duchessi, Peter. (2002). Crafting customer

value: The Art and science. United States of America. Purdue University.

Gagnon, E. (2014). Goodbye, B2B brand

marketing: Developing content based marketing programs for the Post-Marketing Era // International Management Review. Vol. 10, No. 2, p. 68–71.

Gale, Bradley T. (1994). Managing customer

value. New York: Free Press.

Graf, Albert dan Peter Maas. 2008. Customer

value from a Customer perspective: A Comprehensive review. Working Papers On Risk Management and Insurance No. 52.

Griffin, Jill, (2005), Customer loyalty, Edisi

Revisi, Jakarta: Erlangga.

Holliman, G. and Rowley, J. (2014), “B2B

digital content marketing: Marketer’s perceptions of best practices”, Journal of Research in Interactive Marketing, Vol. 8 No. 4, pp. 269-293.

Jaakonmäki, R., Müller, O., Brocke, J.

(2017). The Impact of content, context, and creator on user engagement in social media marketing // Proceedings of the 50th Hawaii International Conference on System Sciences, pp. 1152-1160. doi: 10.24251/HICSS.2017.136.

Kam, K., So, F., King, C., Sparks, B. A., &

Wang, Y. (2014). The Role of customer engagement in building consumer Loyalty to tourism brands. https://doi.org/10.1177/0047287514541008

Kinnear, Thomas C. and James R. Taylor.

(1995). Marketing research: An Applied approach. McGraw Hill.

Kosiba, J.P.B., Boateng, H., Okoe Amartey,

A.F., Boakye, R.O. and Hinson, R. (2018), “Examining customer engagement and brand loyalty in retail banking: The Trustworthiness influence”, International Journal of Retail and Distribution Management, Vol. 46 No. 8, pp. 764-779.

Kotler, P. dan Kevin Lane Keller. (2012).

Marketing management 14th edition. New Jersey: Prentice Hall.

Kotler, P.; Bowen, J. T.; Makens J.C. (2010)

Marketing for hospitality and tourism, 4th edition, Pearson Prentice Hall, USA.

Kotler, Philip dan Kevin Lane Keller. (2006).

Manajemen pemasaran. Edisi Kedua Belas. Indeks: Jakarta.

Kotler, Philip, Hermawan Kartajaya, & Iwan

Setiawan. (2017). Marketing 4.0. New Jersey: Wiley.

Kumar, V., Pozza, I.D. and Ganesh, J.

(2013), “Revisiting the Satisfaction-loyalty relationship: Empirical generalizations and directions for future research”, JournalofRetailing, Vol. 89 No. 3, pp. 246-262.

Lin, H., Zhou, X., Chen, Z. (2014). Impact of

the Content characteristics of short message service advertising on consumer attitudes // Social Behavior and Personality. Vol. 42, No. 9, p. 1409–1420.

Mahmood R. and Khan S.M. (2014) Impact

of service marketing mixes on customer perception: A Study on eastern bank limited, Bangladesh, European Journal of Business and Management,6(34) pp164-167.

Mittal, V. & Kamakura, W. (2001).

Satisfaction, repurchase intent and repurchase behavior: Investigating the Moderating effect of customer characteristics,Journal of Marketing Research, 38. PP 131-142.

Moliner, M.A., Monferrer, D. and Estrada,

M. (2018), “Consequences of customer engagement and customer self-brand connection”, Journal of Services Marketing, Vol. 32 No. 4, pp. 387-399.

Naidoo, Vik and Linda Hollebeek (2016),

“Higher education brand alliances: Investigating consumers' Dual degree purchase intentions,” Journal of Business Research, 69, 8, 3113– 21.

Oliver, R.L. (1997), Satisfaction: A

Behavioral perspective on the Consumer, McGraw-Hill, New York, NY.

Pansari, Anita dan V. Kumar. (2016).

“Customer engagement: The Construct, antecedents, and Consequences” Journal of Marketing Research. 294- 311.

Parihar, P., Dawra, J. and Sahay, V. (2019),

“The Role of customer engagement in the Involvement loyalty link”, Marketing Intelligence and Planning, Vol. 37 No. 1, pp. 66-79.

Pažėraitė, A., Repovienė, R. (2016). Content

marketing elements influence on search advertisement effectiveness: Theoretical background and practical insights // Management of Organizations: Systematic Research. Vol. 75, pp. 97- 109. doi: 10.7220/MOST.2335.8750.2016.75.7.

Pulizzi, Joe. (2014). Epic content marketing:

How to tell a different story, break through the Clutter, and win more customers by marketingless. New York: McGraw-Hill.

Reichheld, F.F. (1996), The loyalty effect:

The hidden force behind Growth, Profits and lasting value, Harvard Business School Press, Boston, MA.

Ružkevičius, J., Guseva, N. (2006). Interneto

svetainių kokybės vertinimo ypatumai // Ekonomika. Vol.75, p. 77–90.

Sashi, C.M. (2012). “Customer engagement,

buyer-seller relationships, and social media” Management Decision. 253-272.

Schiffman, L.G., & Kanuk, L.L. (1991),

Consumer behavior, 4th edn, Prentice Hall. New Jersey

Sugiyono. (2014). Metode penelitian

pendidikan pendekatan kuantitatif, kualitatif, dan r&d. Bandung: Alfabeta.

Sweeney, J. C., & Soutar, G. (2001).

Consumer perceived value: The Development of a multiple item scale, 4359(May 2019). https://doi.org/10.1016/S0022-4359(01)00041-0

Thakur, R. (2016), “Understanding customer

engagement and loyalty: a Case of mobile devices for shopping”, Journal of Retailing and Consumer Services, Vol. 32, pp. 151-163.

Uncles, M. and Laurent, G. (1997),

“Editorial: loyalty marketing”, International Journal of Research in Marketing, Vol. 14 No. 5, pp. 399-404.

Vivek, Shiri. Sharon E. Beatty & Robert M.

Morgan. (2012). “Customer engagement: Exploring customer relationships beyond purchase” Journal of Marketing Theory and Practices. 127-145.

Zeithaml, Valerie A. (1988). “Consumer

perceptions of price, quality, and value: A Means-end model and synthesis of evidence.” Journal of Marketing 52 (July):2-22.


Refbacks

  • There are currently no refbacks.