Analisa Pengaruh Content Marketing Terhadap Repeat Purchase dengan Customer Value dan Customer Engagement sebagai Variabel Intervening pada Traveloka di Surabaya

Ivena Larissa

Abstract


Perkembangan teknologi yang pesat pada era globalisasi menyebabkan internet beralih menjadi gaya hidup untuk sebagian besar masyarakat, terutama di kalangan milenial dan generasi Z. Salah sektor yang dipengaruhi oleh fenomena tersebut adalah sektor pariwisata, dimana travel agent konvensional bergeser menjadi Online Travel Agent (OTA). Agar dapat terus bertahan dan memiliki nilai kompetitif maka suatu perusahaan harus turut berpartisipasi melakukan perubahan dengan mengadopsi/mengimplementasikan strategi baru. Penelitian ini dilakukan untuk mengetahui pengaruh content marketing terhadap repeat purchase dengan customer value dan customer engagement sebagai variabel intervening pada Traveloka di Surabaya. Penelitian ini dilaksanakan dengan menyebarkan kuesioner kepada 100 orang responden yang menggunakan Traveloka untuk keperluan reservasi hotel dan atau tiket pesawat. Jenis penelitian yang digunakan adalah jenis penelitian kuantitatif dengan menggunakan metode path analysis.

Keywords


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

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References


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