Content marketing effect on customer retention: Using customer engagement as intervening variable
Keywords:
Content marketing, customer retention, customer engangement
Abstract
The goal of this study is to investigate how content marketing, an intervening variable, affects customer engagement and retention at Instagram Coffee Shop Chakovi in Padang City. 200 people who had visited a Chakovi coffee shop in Padang and had viewed Instagram posts as well as made purchases made up the sample for this study. Purposive sampling is the sampling method. SEM analysis was used to analyze this research using SmartPLS software 3.3.9. (1) Content marketing has a favorable and considerable impact on customer retention, according to this study's findings. (2) Customer Engagement is positively and significantly impacted by content marketing. (3) Customer Retention is positively and significantly impacted by customer engagement. (4) Customer Retention is positively and significantly impacted by content marketing due to increased customer engagement.
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References
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Wijaya. 2019. “Analisa Pengaruh Content Marketing terhadap Customer Retention dengan Brand Experience dan Customer Engagement sebagai Variabel Intervening pada Konsumen Rokok Sampoerna Di Surabaya”. Jurnal Strategi Pemasaran. 6(2).
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Chaffey, Dave, Mayer, Richard, Johnston, Kevin, Ellis-Chadwick, Fiona. 2006. Internet Marketing: Strategy, Implementation and Practice. Pearson Education Limited : United Kingdom.
Craft, Get. 2002. “5 Hal Penting saat Membuat Strategi Content Marketing”. https://academy.getcraft.com/id/blog/membuat-strategi-content-marketing, diakses 15 Februari 2022.
Harvidsson. 2017. “Content Marketing’s Effect on Customer Engagement, A Qualitative Study Using A Multidimensional Approach”. Journal of Business Administration. University of Boras.
Karr, D. 2016. How to Map Your Content to Unpredictable Customer Journeys. San Francisco: Meltwater.
Koestiono. 2019. Analisa Pengaruh Content Marketing terhadap Customer Retention dengan Brand Experience dan Customer Engagement sebagai Variabel Perantara pada Pengguna Rokok Wismilak di Surabaya. 6(2).
Kotler dan Keller. 2009. Manajemen Pemasaran, jilid I, edisi ke 13. Jakarta: Erlangga.
Kotler dan Keller. 2014. Manajemen Pemasaran, jilid I, edisi ke 13. Jakarta: Erlangga.
Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. 2017. “Marketing 4.0 Moving from Traditional to Digital”.
Limandono, J. A. D. D. 2018. “Pengaruh Content Marketing dan Event Marketing terhadap Customer Engagement dengan Sosial Media Marketing sebagai Variabel Moderasi di Pakuwon City. Jurnal Strategi Pemasaran. 5(1). Hlm.11.
Peter dan Olson. 2013. Perilaku Konsumen dan Strategi Pemasaran, edisi kesembilan. Penerbit Salemba Empat: Jakarta.
Pulizzi, J., & Barrett, N. 2009. Get Content, Get Customers: Turn Prospects Into Buyers with Content Marketing. New York: McGraw-Hill.
Ranaweera, C. and J. Prabhu. 2003. “The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting”. International Journal of Service Industry Management. 14(4). Hlm.374-395.
Riyanto, Andi Dwi. 2022. “Data (Tren) Pengguna Internet dan Media sosial di Indonesia Tahun 2022”. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/, diakses 15 Februari 2022.
Riyanto, Andi Dwi. 2022. “Platform Media Sosial yang Banyak digunakan di Indonesia Tahun 2022”. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/, diakses 15 Februari 2022.
Sinfrin, M. 2014. “Pengaruh Faktor Pendorong Program Loyalty dan Company Loyalty pada Perilaku Loyalitas Konsumen (Studi ada Pelanggan Celebrity Fitness PVJ Bandung)”. Thesis. Hlm.1-12.
Singh Roopa dan Khan, Imran Akhtar. 2012. “An approach to Increase Customer Retention and Loyality in B2C World International”. Journal of Scientific and Research Publications. 2(6).
Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Syana, Annisa Bella. 2018. “Mencicip Bisnis Restoran Indonesia di 2019”. https://marketeers.com/mencicip-bisnis-restoran-indonesia-di-2019, diakses 15 Februari 2022.
Syaqirah, N dan Faizurrahman P. 2014. “Managing Customer Retention of Hotel Industry in Malaysia”. Social and Behavioral Sciences. Hlm.379-389.
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). Hlm.127-145.
Wijaya. 2019. “Analisa Pengaruh Content Marketing terhadap Customer Retention dengan Brand Experience dan Customer Engagement sebagai Variabel Intervening pada Konsumen Rokok Sampoerna Di Surabaya”. Jurnal Strategi Pemasaran. 6(2).
Zulfa Nabilla, R. Nurafni Rubiyanti. 2020. “Pengaruh Pemasaran Konten terhadap Retensi Pelanggan dengan Keterlibatan Pelanggan sebagai Variabel Perantara pada Penggunaan Situs Web Zomato”. E-Proceeding of Management. 7(2).
Published
2022-12-21
How to Cite
Martivia, W., & Fasyni, A. (2022). Content marketing effect on customer retention: Using customer engagement as intervening variable. Marketing Management Studies, 2(4), 345-356. https://doi.org/10.24036/mms.v2i4.326
Section
Articles
