Pengaruh Content Marketing terhadap Customer Engagement
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Jan 1, 2023
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Content Marketing, Customer Engagement, Digital Marketing
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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.
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Ashari, R. M. H., & Sitorus, O. F. (2023). Pengaruh Content Marketing terhadap Customer Engagement . Jurnal EMT KITA, 7(1), 38–46. https://doi.org/10.35870/emt.v7i1.726
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References
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Vinerean, S., & Opreana, A. (2021). Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633–2654. DOI: https://doi.org/10.3390/jtaer16070145.
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), 122–146. DOI: https://doi.org/10.2753/MTP1069-6679200201.
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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.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. DOI: https://doi.org/10.1177/1094670511411703.
Carlson, J., Gudergan, S. P., Gelhard, C., & Rahman, M. M. (2019). Customer engagement with brands in social media platforms: Configurations, equifinality and sharing. European Journal of Marketing, 53(9), 1733–1758. DOI: https://doi.org/10.1108/EJM-10-2017-0741.
Chaffey, D. (2019). Content marketing. Https://Www.Davechaffey.Com/. URL: https://www.davechaffey.com/digital-marketing-glossary/content-marketing/.
Chaffey, D., & Smith, P. (2017). Digital Marketing Excellence Planning, Optimazing and Integrating Online Marketing.
Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content marketing terhadap Customer engagement (Studi Pada Akun Instagram LazadaID). Prologia, 5(1), 191. DOI: https://doi.org/10.24912/pr.v5i1.10116.
He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3), 419–440. DOI: https://doi.org/10.1108/JRIM-08-2019-0128.
Indra, P. (2020). Mengenal Aplikasi Kopi Kenangan – Kopi Nomor Satu Indonesia. Mengulas.Com. URL: https://mengulas.com/blog/mengenal-aplikasi-kopi-kenangan/.
Kemp, S. (2021). Digital 2021 : Indonesia. Datareportal. URL: https://datareportal.com/reports/digital-2021-indonesia.
Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2021). Do experience and engagement matter to millennial consumers? Marketing Intelligence and Planning, 39(2), 329–341. DOI: https://doi.org/10.1108/MIP-01-2020-0033.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). MARKETING 4.0( moving from traditional to digital) PHILIP KOTLER. In by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved.
Miliopoulou, G. Z. (2019). Revisiting product classification to examine content marketing practices. Journal of Research in Interactive Marketing, 13(4), 492–508. DOI: https://doi.org/10.1108/JRIM-07-2018-0084.
Naili Surayya M. Yanis. (2019). Pengaruh Content marketing Instagram Terhadap Customer ( Studi Kasus Pada Elzatta Bandung. E-Proceeding of Applied Science, 5(3), 1851–1853.
Pansari, A., & Kumar, V. (2017). Customer engagement marketing. In Customer engagement Marketing. DOI: https://doi.org/10.1007/978-3-319-61985-9_1.
Pulizzi, J. (2013). What Is Content marketing? Ontentmarketinginstitute.Com.
Saretta, R. I. (2022). Dinobatkan Jadi Unicorn, Yuk Intip Kisah Perjalanan Kopi Kenangan Menggapai Kesuksesannya. www.cermati.com. URL: https://www.cermati.com/artikel/kopi-kenangan.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. DOI: https://doi.org/10.1108/00251741211203551.
Strauss, J., & Frost, R. (n.d.). E-Marketing.
Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Penerbit Alfabeta.
Tan, S., & Chen, W. (2021). How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China’s WeChat food marketing. British Food Journal, 124(1), 255–274. DOI: https://doi.org/10.1108/BFJ-12-2020-1169.
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. DOI: https://doi.org/10.1177/1094670510375599.
Vinerean, S., & Opreana, A. (2021). Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2633–2654. DOI: https://doi.org/10.3390/jtaer16070145.
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), 122–146. DOI: https://doi.org/10.2753/MTP1069-6679200201.
Yaghtin, S., Safarzadeh, H., & Karimi Zand, M. (2020). Planning a goal-oriented B2B content marketing strategy. Marketing Intelligence and Planning, 38(7), 1007–1020. DOI: https://doi.org/10.1108/MIP-11-2019-0559.