STRATEGI CONTENT MARKETING DALAM MENINGKATKAN KEPERCAYAAN PELANGGAN PADA LABELLA HIJAB PACIRAN LAMONGAN

Diah Laili Dwi Afrianti (Universitas Muhammadiyah Lamongan)
Suyitno Suyitno (Universitas Muhammadiyah Lamongan)
Ahmad Zainal Fikiri (Universitas Muhammadiyah Lamongan)
Andi Aufa Zulal Alfudhoili (Universitas Muhammadiyah Lamongan)
Muhammad Yani Azhar (Universitas Muhammadiyah Lamongan)
Muhammad Agus Purnama (Universitas Muhammadiyah Lamongan)

CAPITAL: JURNAL EKONOMI DAN MANAJEMEN
Vol. 7 No. 2 (2024)

This study aims to explore the implementation of content marketing strategies in  increasing customer trust in a women's clothing store located in Sendangagung, Paciran, Lamongan called Labella Hijab using qualitative research methods. The  content marketing strategy implemented by Labella Hijab  went well, in the type  of content marketing, Labella Hijab launched three types of content, including: Q&A, tutorials, and announcements. Labella Hijab customers meet all the characteristics of customer trust. Namely: maintaining relationships, accepting influence, being open in communication, reducing supervision, patience, providing defense, giving positive information, accepting risk, comfort, and also satisfaction. Labella Hijab has also succeeded in forming three types of Labella Hijab customer trust, including: object-benefit type, benefit-attribute, and benefit-object. Customer trust built by Labella Hijab through content marketing has increased positively.