ANALISIS PERAN PENGARUH CUSTOMER ENGAGEMENT MEMEDIASI CONTENT MARKETING TERHADAP PURCHASE INTENTION

Ni Putu Dila Pradnyani
I Gusti Ngurah Jaya Agung Widagda
I Gusti Ayu Ketut Giantari

E-Jurnal Manajemen Universitas Udayana
Vol 13 No 8 (2024)

Konten dapat menggiring persepsi para konsumen untuk terlibat dalam mempromosikan sebuah produk atau merek sehingga menimbulkan adanya suatu niat beli pada calon konsumen baru. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dimediasi oleh customer engagement terhadap purchase intention pada produk minuman kemasan merek Cimory. Data kuisioner dikumpulkan melalui google form dengan jumlah sampel sebanyak 168 responden menggunakan metode purposive sampling. Teknik analisis yang digunakan yakni path analysis, uji sobel serta uji VAF. content marketing berpengaruh positif dan signifikan terhadap purchase intention; content marketing berpengaruh positif dan signifikan terhadap customer engagement; customer engagement berpengaruh positif dan signifikan terhadap purchase intention; content marketing dan customer engagement sebagai variabel pemediasi secara parsial berpengaruh positif dan signifikan terhadap purchase intention. Implikasi penelitian ini untuk masukan bagi perusahaan untuk meningkatkan kualitas konten mengikuti tren saat ini. Content can lead to consumers' perceptions of being involved in promoting a product or brand, thus giving rise to a purchase intention in potential new consumers. This research aims to analyze the influence of content marketing mediated by customer engagement on purchase intention for Cimory brand packaged beverage products. Questionnaire data was collected via Google Form with a sample size of 168 respondents using the purposive sampling method. The analysis techniques used are path analysis, Sobel test and VAF test. content marketing has a positive and significant effect on purchase intention; content marketing has a positive and significant effect on customer engagement; customer engagement has a positive and significant effect on purchase intention; content marketing and customer engagement as mediating variables partially have a positive and significant effect on purchase intention. The implications of this research are input for companies to improve content quality following current trends.