Analisis pengaruh content marketing, brand love, customer involvement dan brand experience terhadap customer brand engagement dan dampaknya terhadap brand loyalty (studi kasus : EF Adults)

Djaja, Jennifer and Sheila, Sheila (2020) Analisis pengaruh content marketing, brand love, customer involvement dan brand experience terhadap customer brand engagement dan dampaknya terhadap brand loyalty (studi kasus : EF Adults). Masters thesis, Universities Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, brand love, customer involvement dan brand experience terhadap customer brand engagement dan dampaknya terhadap brand loyalty di EF Adults. Pada penelitian ini digunakan teknik non-probability sampling dengan metode snowbal sampling. Jumlah sampel dalam penelitian ini sebanyak 450 responden. Penelitian ini merupakan penelitian kuantitatif, sehingga pengumpulan data dilakukan dengan penyebaran kuesioner. Analisa data hasil kuesioner menggunakan Structural Equation Modeling (SEM) – Partial Least Square (PLS). Hasil penelitian ini menemukan bahwa content marketing, brand love, customer involvement dan brand experience memiliki pengaruh signifikan terhadap customer brand engagement dan brand loyalty. Dengan demikian, untuk dapat meningkatkan brand loyalty, EF Adults harus mampu memberikan pengalaman yang baik dan memaksimalkan strategi content marketing. / This study aims to analyze the effect of content marketing, brand love, customer involvement, and brand experience on customer brand engagement and its impact on brand loyalty at EF Adults. In this research, the non-probability sampling technique is used with snowball sampling method. The number of samples in this study was 450 respondents. This research is a quantitative study, so that data collection is done by distributing questionnaires. Analysis of the questionnaire results using Structural Equation Modeling (SEM) - Partial Least Square (PLS). The results of this study found that content marketing, brand love, customer involvement, and brand experience have a significant influence on customer brand engagement and brand loyalty. Thus, to be able to increase brand loyalty, EF Adults must be able to provide a good experience and maximize content marketing strategies.

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