DAFNI AULIA, ALIKA (2024) PENGARUH CONTENT MARKETING PADA BRAND IMAGE DAN CUSTOMER ENGAGEMENT SERTA DAMPAKNYA TERHADAP REPEAT PURCHASE (Studi Pada Konsumen MS Glow). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of content marketing (X) on repeat purchase (Y) through brand image (Z1) and customer engagement (Z2) as mediating variables for Ms Glow users. This research uses a causality design with quantitative methodology as its research design. Data collection is based on library research and questionnaires. The population in this study were all individuals who used Ms. Glow for more than 2 purchases. The sample in this study amounted to 126 respondents with the withdrawal using purposive sampling technique. The data analysis method in this study is descriptive statistical analysis and Structural Equation Modeling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of this study indicate that: (1) Content Marketing has no positive and significant effect on Repeat Purchase. (2) Content Marketing has a positive and significant effect on Brand Image. (3) Content Marketing has a positive and significant effect on Customer Engagement. (4) Brand Image has a positive and significant effect on Repeat Purchase. (5) Customer Engagement has a positive and significant effect on Repeat Purchase. (6) Brand Image is able to mediate the relationship between Content Marketing and Repeat Purchase. (7) Customer Engagement is able to mediate the relationship between Content Marketing and Repeat Purchase.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh content marketing (X) terhadap repeat purchase (Y) melalui brand image (Z1) dan customer engagement (Z2) sebagai variabel mediasi pada pengguna Ms Glow. Penelitian ini menggunakan desain kausalitas dengan metodologi kuantitatif sebagai desain penelitiannya. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah semua individu yang menggunakan Ms Glow sebanyak lebih dari 2 kali pembelian. Sampel pada penelitian ini berjumlah 126 responden dengan penarikan menggunakan teknik purposive sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Content Marketing tidak berpengaruh positif dan signifikan terhadap Repeat Purchase. (2) Content Marketing berpengaruh positif dan signifikan terhadap Brand Image. (3) Content Marketing berpengaruh positif dan signifikan terhadap Customer Engagement. (4) Brand Image berpengaruh positif dan signifikan terhadap Repeat Purchase. (5) Customer Engagement berpengaruh positif dan signifikan terhadap Repeat Purchase. (6) Brand Image mampu memediasi hubungan Content Marketing dengan Repeat Purchase. (7) Customer Engagement mampu memediasi hubungan Content Marketing dengan Repeat Purchase. | |||||||||
| Uncontrolled Keywords: | Content Marketing, Brand Image, Customer Engagement, Repeat Purchase. Content Marketing, Brand Image, Customer Engagement, Repeat Purchase. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | ALIKA DAFNI AULIA | |||||||||
| Date Deposited: | 06 Sep 2024 14:55 | |||||||||
| Last Modified: | 06 Sep 2024 14:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41774 |
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