ANALISA PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN BRAND EXPERIENCE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA KONSUMEN ROKOK SAMPOERNA DI SURABAYA

DANIEL TANU WIJAYA

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 Sampoerna. 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.

Full Text:

PDF

References


Abdillah, W., & Hartono, J. (2015).Partial Least Square (PLS) - alternatif Stuctural Equation Modeling (SEM) dalam penelitian bisnis. Yogyakarta: Penerbit Andy.

Akesson, M., Edvardsson, B., & Tronvoll, B, (2014) “ Customer experience from a self-service system perspective”, Journal of Service Management, 25(5), 677-698, Retrieved from https://doi.org/10.1108/JOSM-01-2013-0016

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. Retrieved from https://doi.org/10.1177/1094670511411703

Dilema industri rokok di Indonesia. (2018). Retrieved from http://p2ptm.kemkes.go.id/kegiatan-p2ptm/dilema-industri-rokok-indonesia

Garg, R., Rahman, Z., & Qureshi, M.N, (2014) "Measuring customer experience in banks : scale development and validation", Journal of Modelling in Management, 9(1), 87-117, Retrieved from https://doi.org/10.1108/JM2-07-2012-0023

Harris, P., Kluppel-Strobel, C., & Shakhiry, R. (2017). An exploration of brand experience development and management, (August), 209–216. https://doi.org/10.1007/978-3-319-68750-6_63/

Hongyi, X., & Man, L. (2017). A dynamic model of customer retention in mass customization services. Journal on Innovation and Sustainability. RISUS ISSN 2179-3565, 2(3), 22. Retrieved from https://doi.org/10.24212/2179-3565.2011v2i3p22-27

Kuvykaitė, R., & Tarutė, A. (2015). A critical analysis of consumer engagement dimensionality. Procedia - Social and Behavioral Sciences, 213, 654–658. Retrieved from https://doi.org/10.1016/j.sbspro.2015.11.468

Malhotra, N. (2010). Marketing research: An applied orientation. 6th ed. Person Education.

Mandal, P. C. (2016). Customer retention in organizations : A review. International Journal of Applied Research, 2(3), 770–772. Retrieved from http://www.allresearchjournal.com/archives/2016/vol2issue3/PartM/2-3-123.pdf

Patrutiu Baltes, L. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences, 8(57), 111–118. Retrieved from http://webbut.unitbv.ro/BU2015/Series%20V/BILETIN%20I/15_Patrutiu.pdf

Pažėraitė, A., & Repovienė, R. (2016). Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights. Management of Organizations: Systematic Research, 75, 97–109. Retrieved from https://doi.org/10.7220/mosr.2335.8750.2016.75.7

Sugiyono. (2009). Metode penelitian kuantitatif. Bandung: Alfabeta.

Wong, A., & Kee, A. (2015). The Review of Content Marketing as a New Trend in Marketing Practices. International Journal of Management, Accounting and Economics, 2(9), 1055–1064. Retrieved from www.ijmae.com


Refbacks

  • There are currently no refbacks.