Customer Engagement Memediasi Content Marketing Terhadap Brand Awareness pada Online Travel Agent: Customer Engagement Mediates the Effect of Content Marketing on Brand Awareness on Online Travel Agents - Kusdianti, Salsabila Esya; Wilujeng, Ita Prihatining (LPPM Universitas Pelita Bangsa, 2023)
Penelitian ini bertujuan menganalisis pengaruh content marketing terhadap brand awareness yang dimediasi customer engagement dengan online travel agent sebagai objek. Sebanyak 399 responden berkontribusi dalam pengisian kuesioner secara online melalui google form yang selanjutnya diolah menggunakan aplikasi partial least square (PLS). Sehingga penelitian ini dapat digolongkan sebagai penelitian kuantitatif. Dari hasil analisis menunjukkan adanya pengaruh content marketing terhadap brand awareness melalui customer engagament secara langsung positif dan signifikan. Demikian pula terdapat pengaruh yang signifikan antara content marketing terhadap brand awareness serta customer engagement dan juga ada pengaruh customer engagement terhadap brand awareness positif dan signifikan. Untuk itu, penelitian ini dapat menyempurnakan penelitian sebelumnya yang sangat jarang menunjukkan hubungan ketiga variabel tersebut utamanya peran customer engagement sebagai mediator. This study aims to analyze the effect of content marketing on brand awareness mediated by customer engagement with online travel agents as the object of research. A total of 399 respondents contributed in filling out the online questionnaire through the google form which processed using the partial least squares (PLS). This research can be classified as quantitative research. From the analysis results indicate that there is a direct positive and significant effect of content marketing on brand awareness mediated by customer engagement. Likewise, there is a significant influence between content marketing on brand awareness and customer engagement. There is also a positive and significant effect of customer engagement on brand awareness. This study can improve previous research which rarely shows the relationship between the three variables, especially the role of customer engagement as a mediator.