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All Journal Greenation International Journal of Tourism and Management Fibonacci : Jurnal Ilmu Ekonomi, Manajemen dan Keuangan
Akhmad Irwansyah Siregar
Universitas Batanghari, Jambi, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Menarik Minat Beli Konsumen Batik Jambi Melalui Content Marketing Akhmad Irwansyah Siregar
Fibonacci: Jurnal Ilmu Ekonomi, Manajemen dan Keuangan Vol. 2 No. 3 (2026): Fibonacci: Jurnal Ilmu Ekonomi, Manajemen, dan Keuangan
Publisher : Yayasan Inovasi Akademi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63217/fibonacci.v2i3.367

Abstract

Perkembangan pemasaran digital mendorong pelaku usaha untuk memanfaatkan content marketing sebagai strategi dalam meningkatkan minat beli konsumen. Namun, efektivitas content marketing masih menunjukkan hasil yang beragam pada berbagai konteks penelitian, sementara kajian yang secara khusus mengkaji pengaruhnya terhadap minat beli konsumen Batik Jambi masih relatif terbatas. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap minat beli konsumen Batik Jambi. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Sampel penelitian berjumlah 126 responden yang merupakan konsumen Batik Jambi dan memenuhi kriteria penelitian. Data dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap minat beli konsumen Batik Jambi dengan nilai t-statistics sebesar 9,411 dan p-value sebesar 0,000. Selain itu, content marketing mampu menjelaskan variasi minat beli konsumen sebesar 45,5%. Kebaruan penelitian ini terletak pada pengujian efektivitas content marketing pada konteks Batik Jambi sebagai produk budaya lokal, yang menunjukkan bahwa pemasaran berbasis konten tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai sarana untuk mengkomunikasikan nilai budaya yang mampu meningkatkan minat beli konsumen.
Customer Experience and Customer Engagement as Predictors of Customer Loyalty at Local Coffee Shops Akhmad Irwansyah Siregar
Greenation International Journal of Tourism and Management Vol. 4 No. 2 (2026): (GIJTM) Greenation International Journal of Tourism and Management (June - Augu
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v4i2.1233

Abstract

The local coffee shop industry is experiencing rapid growth, which has led to increased competition in retaining customer loyalty. Under these conditions, the ability to create positive customer experiences and foster customer engagement has become a critical factor in strengthening long-term relationships with customers. However, most previous studies have examined customer experience or customer engagement separately, while research integrating both variables as direct predictors of customer loyalty in the context of local coffee shops remains relatively limited. This study aims to analyze the influence of customer experience and customer engagement on customer loyalty at local coffee shops. This study employs a quantitative approach using a survey method involving 106 consumers of local coffee shops in Jambi City, selected through purposive sampling. Data analysis was conducted using multiple linear regression with the aid of SPSS 25.0. The results indicate that customer experience and customer engagement have a positive and significant effect on customer loyalty, both partially and simultaneously. The novelty of this study lies in the integration of the perspectives of customer experience and customer engagement as factors shaping loyalty in the context of local coffee shops, particularly in regions that have not been extensively studied.
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