Pengaruh Content Marketing terhadap Customer Value dan Customer Engagement pada Repeat Buying aplikasi tiket.com di Surabaya

Elissa Elissa

Abstract


Abstrak: Pengguna Online Travel Agent meningkat setiap tahunnya, terutama pada aplikasi tiket.com. Penelitian ini bertujuan untuk menganalisa pengaruh dari Content Marketing terhadapĀ  Customer Value dan Customer Engagement pada Repeat Buying aplikasi tiket.com di Surabaya. Penelitian ini dilakukan dengan menyebarkan kuesioner secara online kepada 100 responden yang pernah menggunakan aplikasi tiket.com terutama di wilayah Surabaya. Teknik analisa yang dilakukan peneliti adalah teknik analisa kuantitatif dengan metode path analysis.


Keywords


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

Full Text:

PDF

References


Abdillah, W. &. (2015). Partial Least Square (PLS). Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis.

Adunola Oluremi Oke, P. K. (2015). Consumer Behavior towards Decision Making and Loyalty to Particular Brands. International Review of Management and Marketing, 45.

Bowden, K. N.-H. (2015). Exploring the process of customer engagement, self-brand connections and loyalty. Problems and perspectives in Management, 56.

Customer Engagement. (n.d.). Retrieved from Customer Engagement: https://business.illinoisstate.edu/bestbuy/download/engagement2.pdf

Ehrenberg, A. (1988). Repeat-buying. London: Charles Griffin & Company.

Esteves, T. F. (2016). Customer engagement and loyalty: a comparative study between service contexts. Service marketing quarterly, 126-129.

Jonsson, A. C. (2017). The confusion of Content Marketing, A study to clarify the key dimensions of content marketing.

M, D. L. (2013). Content Marketing. Finland.

Maas, A. g. (2008). Customer value from a customer perpective: A comprehensive review. 6.

Poorreazaei, M. (2016). Customer Engagement: Conceptualisation, Measurement, and Validation. Salford.

See Kwong Goh, N. J. (2016). Determinants of Smartphone Repeat Purchase Intention among Malaysians. International Review of Management and Marketing, 994.

Sugiarto. (2020). asikbelajar. Retrieved from asikbelajar: https://www.asikbelajar.com/convenience-sampling/#:~:text=Seperti%20diresume%20dari%20Sugiarto%2C%20dkk,tempat%20dan%20waktu%20yang%20tepat.

Sugiyono. (2012, November 13). Blog's Bimbingan. Retrieved from Pengertian populasi dan sampel dalam penelitian: http://sugithewae.wordpress.com/2012/11/13/pengertian-populasi-dan-sampel-dalam-penelitian/

Sun-Young Lee, S.-H. S.-H. (2014). Indicators of customer value for the national technology information service. Asian journal of Innovation and Policy, 248.

W Abdillah, J. H. (2015). Partial Least Square (PLS). Alternatif Structural Equation Modeling (SEM) dalam penelitian bisnis.

Wahyuningsih. (2011). Customer value, satisfaction, and behavioral intentions: the effects of consumer search behavior. ASEAN MARKETING JOURNAL, 2.

Weerasingbe, K. D. (2018). Impact of content marketing towards the customer online management. International journal of research in business, economics and management, 219.

Yazdanifard, A. W. (2015). The review of content marketing as a new trend in marketing practices. International journal of management, accounting and economics, 1055.


Refbacks

  • There are currently no refbacks.