ZUARDI, Aubrey (2024) 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). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Along with the increasing number of coffee consumers in Indonesia, which has led to an increase in the coffee market in this country, researchers are interested in conducting research on the marketing aspects carried out by coffee shops. This study aims to analyze the mediating role of Costumer Engagement in the influence of Content Marketing on Purchase Decision. 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 purposive sampling technique. Based on the results of research conducted using Simple Linear Regression techniques processed with IBM SPS 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 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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