ANALISA PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN BRAND ATTITUDE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL PERANTARA PADA PENGGUNA ROKOK WIMSILAK DI SURABAYA

Laurentia Irene

Abstract


Pada era digital mayoritas masyarakat telah memiliki dan menggunakan media sosial, sehingga perkembangan media sosial bukan hanya untuk entairtainment tetapi sudah masuk dalam tahap jual beli. Maka dari itu perusahan terus berlomba – lomba meningkatkan komunikasi kepada masyarakat dengan cara membagikan konten – konten yang menarik untuk mengait dan mempertahankan konsumen. Hal inilah yang harus ditingkatkan oleh perusahaan Wismilak sebagai perusahaan rokok yang memiliki promosi yang dibatasi. Penelitian ini bertujuan untuk menganalisa pengaruh dari Content Marketing (Reader Cognition, Persuasions, Decisiom Making, Factors) terhadap Customer Retention (Product, Communications, Distribution) dengan Brand Attitude (Product Quality, Product Attitude, Price, In-store Promotions) dan Customer Enagagement (Enjoyment, Attention, Absorption, Sharing, Endorsing) sebagai variabel intervening perusahaan Wismilak di Surabaya. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden pengguna rokok dari Wismilak di Surabaya.Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.Hasil penelitian ini menunjukkan bahwa: (1) Content Marketing berpengaruh secara signifikan terhadap Consumer Retention; (2) Content Marketing berpengaruh secara signifikan terhadap Brand Attitude; (3) Content Marketing berpengaruh secara signifikan terhadap Customer Engagement; (4) Brand Attitude berpengaruh secara signifikan terhadap Consumer Retention; (5) Customer Engagement berpengaruh secara signifikan terhadap Consumer Retention.

Keywords


Content Marketing; Consumer Retention; Brand Attitude; Customer Engagement

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References


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