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(1*),


(1) 
(*) Corresponding Author

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

Full Text:

PDF

References


Alavinasab & kamal. (2015). Studying the influencing factors on online brand trust. International Journal of Economy, Management and Social Sciences, 4, 41–46.

Bowden, J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74.https://doi.org/10.2753/MTP1069-6679170105

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. https://doi.org/10.1177/109467051141170

Brodie, R. J., Whittome, J. R. M., & Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research, 62(3), 345–355. https://doi.org/10.1016/j.jbusres.2008.06.008

Bunpis, L., & Haron, M. S. (2014). The influence of content marketing on customer brand engagement towards online herbal cosmetic store in Thailand. 149–163.

Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197. https://doi.org/10.1016/j.jretconser.2016.06.014

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Claesson, A., & Jonsson, A. (2017). The confusion of content marketing: A study to clarify the key dimensions of content marketing. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932

Delgado-Ballester, E., & Luis Munuera-Aleman, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing,35(11/12),12381258.https://doi.org/10.1108/EUM0000000006475

Delgado-Ballester, E., & Luis Munuera-Aleman, J. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14(3), 187–196. https://doi.org/10.1108/10610420510601058

Delgado, E., Munuera, J. L., & Yague, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 7–11. https://doi.org/10.1177/147078530304500103

Dithan, N. P. (2013). Relationship marketing, word of mouth communication and consumer loyalty in the Ugandan mobile telecommunication industry. African Journal of Business Management, 7(5), 354–359. https://doi.org/10.5897/AJBM12.1109

Elisa,R., & Gordini, N. (2014). Content marketing metrics: Theoretical aspects and empirical evidence. European Scientific Journal, 10(34), 92–104.

G. David Garson. (2016). Partial least squares:regression & structural equation models. In multi-label dimensionality reduction.

Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329–342.https://doi.org/10.1108/10610420410554412

Hess, J., & Story, J. (2005). Trust-based commitment: Multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313–322. https://doi.org/10.1108/07363760510623902

Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114. https://doi.org/10.1016/j.jcps.2009.02.002

Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293. https://doi.org/10.1108/JRIM-02-2014-0013

Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: Curating content into strategy. Corporate Communications, 20(3), 326–343. https://doi.org/10.1108/CCIJ-07-2014-0046

Kotler, P., Kertajaya, H., & Setiawan, I. (2017). Marketing 4.0 moving from traditional to digital (Vol. 4, Issue 3). John Wiley & Sons, Inc., Hoboken, New Jersey.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(SUPPL.), 33–44. https://doi.org/10.2307/1252099

Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane, 4–6.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015

Pratiwi, D. M., Saerang, D. P. E., & Tumewu, F. (2015). The Influence of brand image, brand trust and customer satisfaction on brand loyalty (case ofsamsungsmartphone). Jurnal Berkala Ilmiah Efisiensi, 15(5), 377–385.

Ramkumar, J., Rishika, R., Kumar, A., & Bezawada, R. (2013). The effect of customers’ social media participation on customer visit frequency and profitability: An Empirical Investigation. Information Systems Research, 24(1), 108–127. https://doi.org/isre.1120.0460

Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6), 517–540. https://doi.org/10.1362/026725708X325977

Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D. Penerbit Alfabeta Bandung.

Thakur, R. (2016). Understanding customer engagement and loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004

Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior:Theoretical foundations and researchdirections. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201

Vivek, S. D. (2009). A scale of consumer engagement, 248. https://doi.org/10.1017/CBO9781107415324.004

Wartaekonomi. (2020, December 14). Apa Itu content marketing? https://www.wartaekonomi.co.id/read318450/apa-itu-content-marketing.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, Vol. 60, No. 2 (Apr., 1996), Pp. 31-46 Published, 60(2), 41–52.


Refbacks

  • There are currently no refbacks.