ANALISIS PENGARUH CONTENT MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER ENGAGEMENT DAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA E-COMMERCE ZALORA INDONESIA DI SURABAYA

Alessandro Kevin Juventino

Abstract


Perkembangan teknologi merupakan suatu hal yang tidak dapat dihindari, perkembangan teknologi yang pesat pada era globalisasi ini menyebabkan internet menjadi bagian dari gaya hidup masyarakat Indonesia terutama di kalangan milenial dan generasi Z. Salah satu sektor yang terpengaruh dari perkembangan teknologi ini adalah sektor Marketplace, dimana membuat semua industri dan aktivitas berpindah secara online, termasuk belanja online pun semakin digemari banyak orang terutama produk Fashion. Fenomena ini membuat perusahaan harus dapat terus bertahan dan memiliki nilai kompetitif dengan mengimplementasikan strategi content marketing agar dapat terbentuknya customer loyalty. Hal ini lah yang dibutuhkan oleh perusahaan E-Commerce Zalora.Hasil penelitian ini dilakukan untuk mengetahui pengaruh content marketing terhadap customer loyalty dengan customer engagement dan brand trust sebagai variabel intervening pada E-Commerce Zalora Indonesia di Surabaya. Penelitian ini dilaksanakan dengan membagikan kuesioner kepada 100 responden. Jenis penelitian yang digunakan dalam penelitian ini adalah jenis penelitian kuantitatif dengan metode path analysis.


Keywords


content marketing, customer engagement, brand trust, customer loyalty

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References


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