PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Kopi Kulo di Kabupaten Tangerang)

NURFITRIYANI, AMISHA (2025) PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Kopi Kulo di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text Amisha Nurfitriyani_5551210078_Fulltext.pdf Restricted to Registered users only Download (2MB)
	Text Amisha Nurfitriyani_5551210078_02.pdf Restricted to Registered users only Download (151kB)
	Text Amisha Nurfitriyani_5551210078_03.pdf Restricted to Registered users only Download (306kB)
	Text Amisha Nurfitriyani_5551210078_04.pdf Restricted to Registered users only Download (473kB)
	Text Amisha Nurfitriyani_5551210078_05.pdf Restricted to Registered users only Download (37kB)
	Text Amisha Nurfitriyani_5551210078_ref.pdf Restricted to Registered users only Download (185kB)
	Text (SKRIPSI) Amisha Nurfitriyani_5551210078_Lampiran.pdf Restricted to Registered users only Download (1MB)
	Text Amisha Nurfitriyani_5551210078_01.pdf Restricted to Registered users only Download (1MB)

Abstract

This study aims to analyze the impact of Content Marketing on Purchase Decision with Brand Trust and Customer Engagement as intervening variables on Kopi Kulo consumers. The method used in this study is quantitative with a descriptive approach. Data collection is based on questionnaires and literature studies. The population in this study were coffee lovers who live in Tangerang Regency and a sample of 140 respondents with a sampling method using purposive sampling and sampling using accidental sampling. Structural Equation Modeling (SEM) is used as an analysis method in this study with the SmartPLS 4 analysis tool. The results of this study indicate that Content Marketing has no significant effect on Purchase Decision, Content Marketing has a positive and significant effect on Brand Trust, Brand Trust has a positive and significant effect on Purchase Decision, content marketing has a positive and significant effect on customer engagement, Customer Engagement has a positive and significant effect on Purchase Decision, Brand Trust is able to mediate the effect of Content Marketing on Purchase Decision, and Customer Engagement is able to mediate the effect of Content Marketing on Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	SUPRIADI, ASEP	196909242001121001
Thesis advisor	NUPUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini memiliki tujuan untuk menganalisis dampak Content Marketing terhadap Purchase Decision dengan Brand Trust dan Customer Engagement sebagai variabel intervening pada konsumen Kopi Kulo. Metode yang digunakan pada penelitian ini adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data berdasarkan kuesioner dan studi Pustaka. Populasi pada penelitian ini adalah penikmat kopi yang berdomisili di Kabupaten Tangerang dan sampel sebanyak 140 responden dengan metode sampling menggunakan purposive sampling serta penarikan sampel menggunakan accidental sampling. Structural Equation Modelling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukkan bahwa Content Marketing tidak berpengaruh signifikan terhadap Purchase Decision, Content Marketing berpengaruh positif dan signifikan terhadap Brand Trust, Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decision, content marketing berpengaruh positif dan signifikan terhadap customer engagement, Customer Engagement berpengaruh positif dan signifikan terhadap Purchase Decision, Brand Trust mampu memediasi pengaruh Content Marketing terhadap Purchase Decision, dan Customer Engagement mampu memediasi pengaruh Content Marketing terhadap Purchase Decision.

Uncontrolled Keywords:

Content Marketing, Brand Trust, Customer Engagement, Purchase Decision. Content Marketing, Brand Trust, Customer Engagement, Purchase Decision.

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Amisha Nurfitriyani

Date Deposited:

14 Aug 2025 03:54

Last Modified:

14 Aug 2025 03:54

URI:

http://eprints.untirta.ac.id/id/eprint/51938

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA