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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Ziad Fathul Izzi
Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi
Economics, Econometrics & Finance Social Sciences

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Analisis Konten Marketing dan Pengalaman Berbelanja Online Terhadap Loyalitas Pelanggan di Mediasi oleh Kepuasan Pelanggan Pada Skincare Wardah Sukabumi Ziad Fathul Izzi; Alhidayatullah Alhidayatullah; Muhammad Khairul Amal
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 4 No. 3 (2026): Desember
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v4i3.583

Abstract

This study aims to analyze the influence of content marketing and online shopping experiences on customer loyalty—mediated by customer satisfaction—among consumers of Wardah skincare products in Sukabumi City. The study employs a quantitative approach using a survey method. The research population consists of Wardah consumers who have purchased products online and have been exposed to Wardah's marketing content. The sample was selected using a purposive sampling technique. Data were collected via Likert-scale questionnaires and analyzed using Structural Equation Modeling (SEM). The variables examined include content marketing, online shopping experience, customer satisfaction, and customer loyalty. The findings are expected to elucidate the direct and indirect relationships between these variables and provide recommendations for the company to enhance its digital marketing strategies, thereby boosting customer satisfaction and loyalty.
Co-Authors Alhidayatullah Alhidayatullah Muhammad Khairul Amal