Pengaruh Content Marketing terhadap Customer Engagement
Article Sidebar
Main Article Content
Abstract
The presence of the internet opens up opportunities for digital marketing and business owners compete to create interesting content to achieve sales targets. The purpose of this study was to determine the effect of Content marketing on Kopi Kenangan's Customer engagement and how big the influence of Content marketing on Kopi Kenangan's Customer engagement. The population in this study were the customers of Kopi Kenangan branch of the shophouse M. Toha, Tangerang City, which amounted to 175 customers. The method used is quantitative method with a total sample of 64 respondents. The technique of collecting samples using simple random sampling technique. The process of collecting data using a questionnaire via google form. Then the results were analyzed by correlation and regression analysis. The results showed that there was a significant influence between Content marketing on Kopi Kenangan Customer engagement. The effect of Content marketing on Customer engagement is 52.8%, while the remaining 47.2% is influenced by other variables that are not used in this study.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Agustinus, A., & Junaidi, A. (2020). Pengaruh Sosial Media (Instagram) dalam Meningkatkan Brand Awareness Kopi Kenangan. Prologia, 4(2), 339. DOI: https://doi.org/10.24912/pr.v4i2.6605.
Andriani, D. (2020). Kopi Kenangan Maksimalkan Penjualan Secara Online, Kopi 1 Liter Jadi Andalan. Entrepreneur.Bisnis.Com. URL: https://entrepreneur.bisnis.com/read/20200514/52/1240387/kopi-kenangan-maksimalkan-penjualan-secara-online-kopi-1-liter-jadi-andalan.
Baird, C. H., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy and Leadership, 39(5), 30–37. DOI: https://doi.org/10.1108/10878571111161507.
Balio, S., & Casais, B. (2021). A Content marketing Framework to Analyze Customer engagement on Social Media. Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 320–336. DOI: https://doi.org/10.4018/978-1-7998-9020-1.ch016.
Bening, B., & Kurniawati, L. (2019). The Influence of Content marketing toward the Customer engagement of Tokopedia Users in Yogyakarta. 138–148. URL: http://jurnal.ustjogja.ac.id/index.php/incotes/index.
Bowden, J., & Mirzaei, A. (2020). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411–1439. DOI: https://doi.org/10.1108/EJM-01-2018-0007.