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All Journal Jurnal Ekonomi : Journal of Economic JDM (Jurnal Dinamika Manajemen) Jurnal Dimensi Management Analysis Journal Jurnal Manajemen Indonesia Journal of Business and Behavioural Entrepreneurship Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI EQIEN - JURNAL EKONOMI DAN BISNIS JURNAL MANAJEMEN BISNIS Journal of Multidisciplinary Academic JURNAL LENTERA BISNIS JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ilmiah Manajemen Kesatuan International Journal of Demos Bulletin of Counseling and Psychotherapy Jurnal Darma Agung Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Pengabdian kepada Masyarakat Nusantara Akrab Juara : Jurnal Ilmu-ilmu Sosial International Journal of Social and Management Studies (IJOSMAS) Jurnal Ilmiah Wahana Pendidikan Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Action Research Literate (ARL) Transekonomika : Akuntansi, Bisnis dan Keuangan Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Implementasi Manajemen & Kewirausahaan Jurnal Locus Penelitian dan Pengabdian Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Reviu Akuntansi, Manajemen, dan Bisnis Journal of Accounting and Finance Management (JAFM) Jurnal Manajemen Bisnis dan Organisasi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Economics (IJEC) Jurnal Indonesia Sosial Teknologi Jurnal Mahasiswa Manajemen dan Akuntansi Innovative: Journal Of Social Science Research Jurnal bintang manajemen Manajemen Kreatif Jurnal International Journal of Economics, Management and Accounting Mutiara: Multidiciplinary Scientifict Journal Riwayat: Educational Journal of History and Humanities Pusat Publikasi Ilmu Manajemen El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal Journal of Innovative and Creativity Journal of Ekonomics, Finance, and Management Studies J-CEKI As-Syirkah: Islamic Economic & Financial Journal
Rojuaniah Rojuaniah
Universitas Esa Unggul
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Journal : International Journal of Demos

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The Influence of Content Quality on Social Media on Customer Loyalty Dapur Cokelat Products In Indonesia Lestari, Unik Dwi; Hasan, Manal Mohamed; Nadif, Muhammad Akhdan; Rojuaniah, Rojuaniah; Ikramina, Ikramina
International Journal of Demos (IJD) Volume 5 Issue 3 (2023)
Publisher : HK-Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/ijd.v5i3.452

Abstract

Abstract:This study aims to analyze the effect of content quality on customer loyalty and word of mouth through stickiness in Dapur Cokelat Indonesia customers. With this, it is hoped that it can provide input to the Management of Dapur Cokelat Indonesia in increasing customer loyalty through the quality of content on social media. This research will be conducted in Indonesia in July 2023. The data collection process is carried out by distributing questionnaires online through Google Forms. Furthermore, this study used purposive sampling to determine respondents. This research was conducted on 175 customers who had purchased Dapur Cokelat products online. The resulting data is analyzed using the Structural Equation Model (SEM) method. The results of this study show the positive influence of content quality on relationship quality, attitudinal loyalty, behavioral loyalty, and word of mouth. However, this study also shows that content quality does not have a positive effect on stickiness.Keywords: content quality, relationship quality, stickiness, attitudinal loyalty, behavioral loyaltyAbstract:Penelitian ini bertujuan untuk menganalisis tentang pengaruh content quality terhadap loyalitas pelanggan dan word of mouth melalui stickiness pada pelanggan Dapur Cokelat Indonesia. Dengan ini harapannya dapat memberikan masukan kepada Manajemen Dapur Cokelat Indonesia dalam meningkatkan loyalitas pelanggannya melalui kualitas konten pada media sosial. Penelitian ini dilakukan di Indonesia pada bulan Juli 2023. Proses pengumpulan data dilakukan dengan menyebar kuesioner secara online melalui Google Form. Selanjutnya penelitian ini menggunakan purposive sampling untuk menentukan responden. Penelitian ini dilakukan pada 175 pelanggan yang pernah membeli produk Dapur Cokelat melalui online. Data yang dihasilkan dianalisa dengan menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini menunjukkan pengaruh positif dari content quality terhadap relationship quality, attitudinal loyalty, behavioral loyalty, dan word of mouth. Namun, pada penelitian ini juga menunjukkan bahwa content quality tidak berpengaruh positif terhadap stickiness.Kata Kunci: kualitas konten, kualitas hubungan, kelekatan, loyalitas sikap, loyalitas perilaku
Co-Authors Abadi, Ferryal Abdul Haeba Ramli Albert Albert Alfina Dwi Juniarti Amalia, Lia Amanda Zahra Aminullah Assagaf Anggrainy Putri Ayuningrum Anugraheni, Suci Aprillia, Fenny Aribowo, Teguh Arief Budiman Arna Suryani, Arna Arya, Muhammad Ikhsanul Aryanita Yunanda Asmadillah, Fifin Azizah, Fadilah Nur Badiah Badiah Baety, Nur Bella Novita Berliani, Tiwi Citta Dewi, Kadek Pratita Destami, Gina Dery Dharaura Aziyasyah Djunaedi, Mira Kartika Dewi Dwikaryana, Farhan Egi Supriatna Elisa, Sabta Elistia, Elistia Endang Ruswanti Farhan Dwikaryana Fasyariani, Nabila Fitri Wahyuningsih Gecolea, Zianneil T. Gilang Ramadhan* Hafidz, Ikramina Larasati Hazrati Hanartyo, Ernawan Dwi Hasan, Manal Mohamed Hendy Tannady Hikmawati, Elok Ikramina Larasati Hazrati Havidz ikramina, Ikramina Illahi, Muhammad Risky Indartinah, Septi Indriyanti, Winny Invantriani, Annisa Ismail, Shafinar Januar Mansyah Jatmiko Jatmiko Jessica Angela Jovita Nathania Kadek Pratita Citta Dewi Kurniati, Nenny Kustiawan, Unggul Lestari, Unik Dwi LIA AMALIA Lista Meria Lutfi Alviandi Lutfi Eka Sansetika Maya, Eka Is Maziyah Fichri Meria, Lista Mira Yona Mitsalina Tantri Moehammad Unggul Januarko Mudjiarto Mudjiarto, Mudjiarto Muvinna Adnal Haq Nadif, Muhammad Akhdan Naibaho, Santy Berliana Najihatun, Najihatun Nazam, Rio Mubaraq Nefianto, Tirton Nur Hasanah Nurlinda, R.A. Nydia Putri, Felicia Prasetyo, Wisnu Budi Primasatria Edastama, Primasatria Puji Astuti Puji Astuti Puspasari, Suci Indah Qoiriyah, Mila Qonita, Rifatul r, Endang Ruswanti Rahmawati, Wulan Ramadani, Shafira Hafsari Ramadhan*, Gilang Regina Deka Sofia Rina Anindita Rizky, Amelia Rona Veonnita Safitri, Yola Salehati, Nurun Ala Sansetika, Lutfi Eka Santika, Syahira Dwi Sari, Bayu Mayang Savira, Karin Putri Septiyaningsih Septiyaningsih Setyawati, Galuh Shertin Ayu Fitria Sheyla Ayu Oktaviani Shiva Latifa SITI MARIAM Siti Mariam Siti Muawanatus Solikha Sri Langgeng Ratnasari Suderajat, Suderajat Suranto, Angie Shanika Karien Pramudita Sutawidjaya, Ahmad Hidayat Suyitno, Edi Suyitno, Edy Syah, Tantri Yanuar Rachmat tanjung, rona Tantri Yanuar Rahmat Syah Tantry Yanuar Rahmat Syah Teguh Aribowo Toni Candra Unik Dwi Lestari Untung Cristoper Simarmata Vernanda, Olivia Veronica Lusianty Wardana, Feji Gusti Wati, Diana Fajar Widianto, Slamet Widiyanto, Ignatius Nugroho Wijaya, Henhen Winanta, Tang Tatang Yolanna, Yolla Yuliana Qofifah