ANALISA PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ADVOCACY DENGAN BRAND TRUST DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA APLIKASI TIKTOK

Ruben Theofilus Effendi

Abstract


Penggunaan media sosial masa kini tentu sudah tidak dapat dipisahkan lagi oleh masyarakat, terkhususnya generasi milenial dan generasi Z. Oleh karena itu jaman sekarang banyak platform media sosial yang berkompetisi agar bisa meraih jumlah pengguna yang besar, berbicara tentang kompetisi tidak jauh dari kata pertumbuhan. Berbicara tentang pertumbuhan ada salah satu platform media sosial yang booming di awal pandemi yang memiliki pertumbuhan yang cukup sangat pesat yaitu platform TikTok, dan yang menarik disini pertumbuhan pengguna TikTok berkembang searah dengan pertumbuhan engagement di dalamnya yang membuat banyak perusahaan mulai melirik platform TikTok sebagai salah satu sarana platform untuk menyalurkan content marketing para perusahaan. Penelitian ini dibuat bertujuan untuk menganalisis pengaruh content marketing terhadap customer advocacy dengan brand trust dan customer engagement sebagai variabel intervening pada aplikasi TikTok.

Keywords


content marketing, customer engagement, brand trust, customer advocacy

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References


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