GIVARA, Alfen (2023) The Effect of Content Markting on Purchase Intention With Customer Engagement and E-WOM As Mediation Variable (Study of Bittersweet By Najla on Instagram). Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
This study aims to determine the effect of: (1) Content marketing towards purchase intention on Bitersweet by Najla instagram followers, (2) Content marketing on customer engagement on Bittersweet by Najla instagram followers, (3) Content marketing on e-WOM on Bittersweet by Najla instagram followers, (4) Customer attachment to purchase intention on Bittersweet by Najla instagram followers, (5) e-WOM on purchase intention on Bittersweet by Najla instagram followers, (6) The effect of customer engagement mediation between content marketing on purchase intention on Bittersweet by Najla Instagram followers, (7) The effect of e-WOM mediation between content marketing on purchase intention on Bittersweet by Najla Instagram followers. This research includes quantitative research. The population in the study was Bittersweet by Najla's Instagram followers. The sample used was purposive sampling with age criteria over 17 years. Respondents in the study were 111 Bittersweet by Najla Instagram followers who met the criteria. Based on the results of research and analysis conducted using the help of SEM shows that: (1) Content marketing has a positive effect on purchase intention on Bittersweet by Najla Instagram followers, (2) Content marketing has a positive effect on customer engagement on Bittersweet by Najla Instagram followers, (3) Content marketing has a positive effect on e-WOM on Bittersweet by Najla Instagram followers, (4) Customer engagement positively affects purchase intention on Bittersweet by Najla Instagram followers, (5) e-WOM does not affect purchase intention on Bittersweet by Najla Instagram followers, (6) Customer engagement mediates the influence of content marketing on purchase intention on Bittersweet by Najla Instagram followers, (7) e-WOM does not mediate the influence of content marketing on purchase intention on Bittersweet by Najla Instagram followers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | C23413 |
| Uncontrolled Keywords: | Content Marketing, Customer Engagement, E-WOM, Purchase Intention |
| Subjects: | M > M37 Management Marketing Selling |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mrs. GIVARA Alfen |
| Date Deposited: | 24 Aug 2023 04:00 |
| Last Modified: | 24 Aug 2023 04:00 |
| URI: | http://repository.unsoed.ac.id/id/eprint/23062 |
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