relation: https://eprints.untirta.ac.id/41774/
title: PENGARUH CONTENT MARKETING PADA BRAND   IMAGE DAN CUSTOMER ENGAGEMENT SERTA   DAMPAKNYA TERHADAP REPEAT PURCHASE    (Studi Pada Konsumen MS Glow)
creator: DAFNI AULIA, ALIKA
subject: HB Economic Theory
subject: HC Economic History and Conditions
description: 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.
date: 2024
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/41774/1/Alika%20Dafni%20Aulia_5551200078_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/41774/2/Alika%20Dafni%20Aulia_5551200078_CP.pdf
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identifier: https://eprints.untirta.ac.id/41774/3/Alika%20Dafni%20Aulia_5551200078_01.pdf
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identifier: https://eprints.untirta.ac.id/41774/4/Alika%20Dafni%20Aulia_5551200078_02.pdf
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identifier: https://eprints.untirta.ac.id/41774/5/Alika%20Dafni%20Aulia_5551200078_03.pdf
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identifier: https://eprints.untirta.ac.id/41774/6/Alika%20Dafni%20Aulia_5551200078_04.pdf
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identifier: https://eprints.untirta.ac.id/41774/7/Alika%20Dafni%20Aulia_5551200078_05.pdf
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identifier: https://eprints.untirta.ac.id/41774/8/Alika%20Dafni%20Aulia_5551200078_Ref.pdf
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language: en
identifier: https://eprints.untirta.ac.id/41774/9/Alika%20Dafni%20Aulia_5551200078_Lamp.pdf
identifier:   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.