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How Content Marketing Influence Purchase Decision in Local Coffee Shops Through Customer Engagement as a Mediating Variable (Study on Local Coffee Shops in Purwokerto Area)
Abstrak (Bhs. Indonesia)
Penelitian ini bertujuan untuk menganalisis peran mediasi Costumer Engagement pada pengaruh Content Marketing terhadap Purchase Decision. Dalam penelitian ini, sampel yang digunakan sebanyak 118 responden yang merupakan pelanggan coffee shops lokal di Purwokerto. Penelitian ini merupakan jenis penelitian survei dengan pendekatan kuantitatif dan metode pengambilan sampel menggunakan non probability sampling dengan teknik purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan teknik Regresi Linier Sederhana yang diolah dengan software IBM SPSS 24, diperoleh hasil bahwa: (1) Content marketing berpengaruh positif signifikan terhadap Purchasinhg Decision; (2) Content marketing berpengaruh positif signifikan terhadap customer engagement; (3) Customer engagement berpengaruh positif signifikan terhadap Purchasinhg Decision; (4) Customer engagement memediasi hubungan antara content marketing dan Purchasinhg Decision. Berdasarkan hasil tersebut, kedai kopi di Purwokerto perlu memperhatikan pemasaran konten yang efisien dan inklusif melalui media sosial. Pemasaran konten yang dilakukan harus melalui media sosial yang relevan dan populer digunakan oleh masyarakat seperti Instagram dan Tik-Tok agar kedai kopi dapat meningkatkan customer engagement secara optimal yang akan berdampak pada peningkatan keputusan pembelian sehingga omzet kedai kopi dapat meningkat dengan baik.
Abtrak (Bhs. Inggris)
This study aims to analyze the mediating role of Customer Engagement in the influence of Content Marketing on Purchase Decisions. In this study, the sample used was 118 respondents who were customers of local coffee shops in Purwokerto. This research is a type of survey research with a quantitative approach and the sampling method uses non-probability sampling with a purposive sampling technique. Based on the results of research conducted using Simple Linear Regression techniques processed with IBM SPSS 24 software, the results showed that: (1) Content marketing has a significant positive effect on purchasing decisions; (2) Content marketing has a significant positive effect on customer engagement; (3) Customer engagement has a significant positive effect on purchasing decisions; (4) Customer engagement mediates the relationship between content marketing and purchasing decisions. Based on these results, coffee shops in Purwokerto need to pay attention to efficient and inclusive content marketing through social media. Content marketing carried out must be done through social media that is relevant and popularly used by the public such as Instagram and Tik-Tok so that coffee shops can optimally increase customer engagement which will have an impact on increasing purchasing decisions so that coffee shops' turnover can increase properly.
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