ANALISA PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN BRAND EXPERIENCE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA PENGGUNA ROKOK GUDANG GARAM DI SURABAYA

Semn Wibowo

Abstract


Perusahaan rokok saat ini tidak hanya menggunakan strategi komunikasi pemasaran secara tradisional saja tetapi juga strategi komunikasi pemasaran secara digital. Dalam komunikasi pemasaran digital, konten memainkan peran utama. Salah satu strategi komunikasi pemasaran digital yang fenomenal saat ini adalah Content Marketing. Penelitian ini bertujuan untuk menganalisa pengaruh Content Marketing terhadap Customer Retention dengan Brand Experience dan Customer Engagement. Sampel pada penelitian ini berjumlah 100 responden yang telah mengkonsumsi rokok merk Gudang Garam. Hasil penelitian ini menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Brand Experience, Content Marketing berpengaruh positif dan signifikan terhadap Customer Retention, Content Marketing berpengaruh positif dan siginikan terhadap Customer Engagement, Brand Experience berpengaruh positif dan signifikan terhadap Customer Retention, dan Customer Engagement berpengaruh positif dan signikan terhadap Customer Retention. Hasil penelitian menunjukkan bahwa Brand Experience dan Customer Engagement sebagai variabel perantara berhasil memediasi hubungan Content Marketing terhadap Customer Retention

Keywords


Content Marketing, Brand Experience, Customer Engagement, dan Customer Retention

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