ANALISIS PENGARUH CONTENT MARKETING PADA CUSTOMER VALUE DAN CUSTOMER ENGAGEMENT SERTA DAMPAKNYA TERHADAP REPEAT PURCHASE PADA PEGIPEGI DI SURABAYA

Linda Sanjaya

Abstract


Penelitian ini mengamati pengaruh yang tercipta dari pelaksanaan kegiatan content marketing di sebuah Online Travel Agent, Pegipegi. Dalam pelaksanaan content marketing, tentu tidak terlepas dari adanya pertukaran nilai-nilai konsumen serta terbentuknya suatu engagement. Nilai konsumen dan engagement yang terbentuk, diduga berpengaruh terhadap terjadinya kegiatan pembelian berulang. Pembelian berulang merupakan salah satu faktor krusial yang menentukan kebelangsungan suatu perusahaan atau merek. Hasil penelitian ini menunjukan content marketing memiliki pengaruh positif terhadap customer value dan customer engagement. Demikian halnya dengan customer value dan customer engagement berpengaruh positif dalam terjadinya kegiatan pembelian berulang oleh konsumen.


Keywords


Content; Marketing; Customer; Value; Engagement; Repeat Purchase.

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