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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Journal of International Accounting, Taxation and Information Systems
Nabilla, Zulfa
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI MEDIATOR PADA PENGGUNAAN SITUS WEB ZOMATO Nabilla, Zulfa; Rubiyanti, R. Nurafni
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 5 No 2 (2020)
Publisher : Economic Faculty, Attahiriyah Islamic University

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Abstract

Purpose- The purpose of this survey was to analyze the influence of content marketing on customer retention and customer engagement as a mediated variable on the use of the Zomato website in Bandung. Design/methodology/approach- The research method uses a descriptive analysis with purposive sampling technique. A total sample of 100 respondents with various consideration of characteristics. The statistical analysis used is SEM PLS. Findings- The result of a research that content marketing variables have a significant effect on customer engagement. Customer engagement variables have a significant effect on customer retention. Content marketing variables have a significant effect on customer retention. The customer engagement variable acts as a full mediator between content marketing and customer retention. Implications- The test results show that good content will improve the quality of a company’s involvement with customers and create customer loyalty to the company. Keywords: Content Marketing, Engagement, Retention
The Influence of BTS as Tokopedia Brand Ambassador on Customer Loyalty Nabilla, Zulfa; Prasetyawati, Happy
Journal of International Accounting, Taxation and Information Systems Vol. 1 No. 3 (2024): August
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v1i3.64

Abstract

In this modern era, the use of the internet seems to be human daily food. There is no day without opening the internet, starting from news, information, entertainment and even shopping can be accessed via the internet. Tokopedia is an e-commerce that is quite influential in Indonesia today, this cannot be separated from a marketing communication strategy which is a tool to influence others, provide information and spread the promotion in marketing activities so that success occurs within the company. Tokopedia made Bangtan Sonyeondan or BTS, commonly known as its brand ambassador, as a marketing communication strategy in improving the brand image and loyalty of Tokopedia customers. The current study aims to determine the effect of BTS as a Brand Ambassador at Tokopedia on customer loyalty. The theory used in this research is Uses And Gratification theory. The results of the study show that BTS as Tokopedia's Brand Ambassador has a positive and significant influence on Customer Loyalty.
Co-Authors Prasetyawati, Happy R. Nurafni Rubiyanti