Analisis Jalur Menentukan Dampak Content Marketing Terhadap Customer Engagement Pada Repurchase Intention

doi:10.36782/jemi.v5i4.2409

Analisis Jalur Menentukan Dampak Content Marketing Terhadap Customer Engagement Pada Repurchase Intention

Mustika Desi Rahmadhan, Dominica A. Widyastuti

Abstract

This study analyzes the influence of content marketing, customer engagement and repurchase intention using path analysis. This study uses a quantitative approach method, with data collection methods using surveys through online questionnaires distributed to Instagram followers @hijoo.id. Data collection was carried out by simple random sampling with a sample of 102 respondents. The data analysis technique used was Path Analysis, which was previously instrument tested, descriptive statistical analysis, classical assumption test, correlation analysis. The test was carried out using SPSS Software. The results of the study show that content marketing has a significant and positive effect on customer engagement; customer engagement has a significant and positive effect on repurchase intention and so does content marketing have an effect on repurchase intention which is mediated by customer engagement.

Keywords

Content marketing, customer engagement, repurchase intention, instagram, path analysis

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