PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI MEDIATOR PADA PENGGUNAAN SITUS WEB ZOMATO

  • Zulfa Nabilla Prodi Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Telkom University, Indonesia
  • R. Nurafni Rubiyanti Prodi Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Telkom University, Indonesia

Abstract

Purpose- The purpose of this survey was to analyze the influence of content marketing on customer retention and customer engagement as a mediated variable on the use of the Zomato website in Bandung. Design/methodology/approach- The research method uses a descriptive analysis with purposive sampling technique. A total sample of 100 respondents with various consideration of characteristics. The statistical analysis used is SEM PLS. Findings- The result of a research that content marketing variables have a significant effect on customer engagement. Customer engagement variables have a significant effect on customer retention. Content marketing variables have a significant effect on customer retention. The customer engagement variable acts as a full mediator between content marketing and customer retention. Implications- The test results show that good content will improve the quality of a company’s involvement with customers and create customer loyalty to the company. Keywords: Content Marketing, Engagement, Retention

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Published
2020-06-30
How to Cite
Nabilla, Z., & Rubiyanti, R. N. (2020). PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI MEDIATOR PADA PENGGUNAAN SITUS WEB ZOMATO. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 223 - 236. Retrieved from https://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/389
Section
Articles