SKRIPSI MBS

Pengaruh Content Marketing terhadap Customer Loyalty dengan Customer Engagement dan Brand Trust sebagai variabel intervening pada akun Instagram Nuanika Hijab Temanggung

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ABSTRACT

The purpose of this research is to investigate the influence of content
marketing on customer loyalty with customer engagement and brand trust as
intervening variables on the Nuanika Hijab Temanggung Instagram account. The
sample used was non-probability sampling with a purposive sampling technique of
100 respondents. This research uses a data collection method which is analyzed
with the help of Smartpls version 4. The tests used to prove and analyze the data
are the outer model and inner model tests.
The research results show that (1) content marketing has a positive and
significant effect on customer engagement, (2) content marketing has a positive and
significant effect on brand trust, (3) customer engagement has a positive and
significant effect on customer loyalty, (4) brand trust has no effect positive and
significant on customer loyalty, (5) content marketing does not have a positive and
significant effect on customer loyalty, (6) while content marketing has a positive
and significant effect on customer loyalty through customer engagement, (7)
content marketing does not have a positive and significant effect on customers
loyalty through brand trust.
Keywords: Content Marketing, Customer Engagement, Brand trust, Customer
Loyalty

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3KHA p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 119 Halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

-

Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Khasanatul Hayi'ah

Versi lain/terkait

Lampiran Berkas

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