The effect of content marketing on purchase intention through customer engagement as variable mediation
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Keywords:
Media Social, Content Marketing, Purchase Intention, Customer Engagement.
Abstract
This study aims to determine whether or not the influence of content marketing from the @Planetban Instagram account on consumers purchase intentions through customer engagement. This study uses several concepts such as social media marketing, content marketing, purchase intention, and customer engagement. The results of this study showed that there is the influence of content marketing on purchase intention mediated by R-Square results explain the influence of content marketing (X) and customer engagement (Y1) is able to explain the variability of purchase intention (Y2) construct of 52.8% and the remaining 47.2% explained by other constructs outside the studied in this study. The results show that in influencing consumer purchase intention indirectly, Planet Ban successfully utilizes Instagram @Planetban as a container to conduct marketing activities wrapped in a message strategy through content marketing to create a purchase intention response in the minds of consumers through customer engagement.
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Ghozali, Imam. 2018. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Hardani, e. (2020). Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV. Pustaka Ilmu Group Yogyakarta.
Hartono, J., & Abdillah, W. (2014). Partial least square. Yogyakarta, Indonesia: Andi.
Instagram. (2022). Retrieved from Instagram @Planetban: https://www.instagram.com/planetban/
Irfaannumilah, A. (2017). Peran Sales Promotion Melalui Iklan Di Media Sosial Terhadap Perilaku Konsumen.
Jogiyanto, & Abdillah, W. (2015). Partial Least Square (PLS). Yogyakarta: ANDI. Karr, D. (2016). How to Map Your Content to Unpredictable Customer Journeys. San Francisco: Meltwater.
Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran Jilid 1 Edisi ke 12. Jakarta: Erlangga.
Kusniadji, S. (2016). Strategi Komunikasi Pemasaran Dalam Kegiatan Pemasaran Produk Consumer Goods (Studi Kasus Pada PT Expand Berlian Mulia Di Semarang). Jurnal Komunikasi.
Mahendra, F. Z., & Nugroho, D. A. (2021). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi (Studi pada Akun Instagram @authenticsid). Jurnal Ilmiah Mahasiswa FEB.
Mulyadi, M. (2011). Penelitian Kuantitatif Dan Kualitatif Serta Pemikiran Dasar Menggabungkannya. JURNAL STUDI KOMUNIKASI DAN MEDIA.
Planetban.com. (2022). Retrieved from Planetban.com.
Priyono. (2016). Metode Penelitian Kuantitatif. Sidoarjo: ZIFATMA PUBLISHING.
Rakhmawati, N. A., & Sherlyanita, A. K. (2016, April 1). Pengaruh dan Pola Aktivitas Penggunaan Internet serta. Journal of Information Systems Engineering and Business Intelligence, 6.
Rismawati, Y., & Budi, P. (2018). Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Pada PT Harjagunatama Lestari (Toserba BORMA) Cabang Dakota. Jurnal Ilmiah Manajemen Ekonomi dan Akutansi.
Sarsedt, M. (2017). Partial Least Squares Structural Equation Modeling. Handbook of Market Research.
Setyorini, R., & Fadillah, S. (2021). Analisis Implementasi Strategi Content Marketing Dalam Menciptakan Customer Engagement Di Media Sosial Instagram Wakaf Darurat Tauhid Bandung. MENARA Ilmu.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.CV.
Susilo, D., Indrasari, M., Iristian, J., & Yunus, E. (2020, June). Managing uncertainty during disaster: Case on typhoon hagibis japan. In IOP Conference Series: Earth and Environmental Science (Vol. 519, No. 1, p. 012015). IOP Publishing.
Susilo, D. (2022a). Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Indomedia Pustaka.
Susilo, D. (2022b). Teori - Teori Komunikasi Manusia: Hubungan, Tradisi Komunikasi, dan Interaksinya dengan Masyarakat. Gramedia.
Sutanto, E., & Dewi, O. (2018). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Chang Tea Di Surabaya. AGORA.
Ulfah, H., & Siregar, M. (2019). Pengaruh Sosial Network Marketing Terhadap Customer Purchase Intention yang Dimediasi oleh Customer Engagement pada Brand Dian Pelangi di Banda Aceh. Jurnal Manajemen Inovasi.
Vivek, S., Sharon, E., & Robert, M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice.
We Are Social. (2021). 103. Retrieved from https://datareportal.com/reports?tag=Digital+2021
Widyastuti, M., & Changda, S. (2019). Analisis Marketing Capability, Customer Engagement, Customer Perception Dan Purchase Intention Produk Bihun Jagung “Padamu” Surabaya. Jurnal Keuangan dan Bisnis.
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Published
2022-10-11
How to Cite
Prasetya, M., & Susilo, D. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Jurnal Komunikasi Profesional, 6(5), 423-434. https://doi.org/10.25139/jkp.v6i5.5192
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