Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87)
Keywords:
Content marketing, consumer engagement, online purchasing decisions
Abstract
Abstract
In this era of globalization or better known as the Industrial Revolution 4.0 Technology trend, digital marketing is the most effective place to increase sales of a brand, and Realizm87 is no exception. This study examines the relationship between three variables, namely content marketing (X) as an independent variable, consumer engagement (Z) as a mediating variable, and online purchasing decisions (Y) as a dependent variable. This research method is quantitative research with descriptive research type. The sampling technique used is non-probability sampling with purposive sampling type. Collecting data by distributing questionnaires to 96 consumers who bought Realizm87 products online. Based on the results of the study, it was found that attractive content marketing will increase consumer engagement and online purchasing decisions. High Consumer Engagement will increase online purchasing decisions. Attractive content marketing through high consumer engagement will improve online purchasing decisions.
References
Abdillah, W., & Jogiyanto. (2015). Partial Least Square (Pls) Alternatif Structural Equation Modelling (Sem) Dalam Penelitian Bisnis. Yogyakarta: Andi.
Alexander, M., & Jaakkola, E. (2015). Customer Engagement Behaviours And Value Co-Creation. In Book: Customer Engagement: Contemporary Issues And Challenges, 3-20.
Brodie, R., & Hollebeek, L. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, And Implications For Research. Journal Of Service Research, 14(3), 252-271.
Evans, D. (2008). Social Media Marketing. Indiana: Wiley Publishing.
Frost, R., & Strauss, J. (2016). E-Marketing. New York: Rautledge.
Gunelius, S. (2011). 30-Minute Social Media Marketing. United States: Mcgraw-Hill Companies.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. New York: Prentice Hall.
Hamdat, A., & Oktaviani, D. (2020). Pengaruh Strategi Content Pada E-Commerce Shopee Terhadap Keputusan Pembelian Masyarakat Di Kota Makassar. Jurnal Manajemen Dan Organisasi Review (Manor), 2(2), 106-113.
Hollebeek, L. (2011). Demystifying Customer Brand Engagement: Exploring The Loyalty Nexus. Journal Of Marketing Management, 27(7-8), 785-807.
Huda, I. U. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Jurnal Komunikasi Bisnis Dan Manajemen, 8(1), 32-40.
Indarti, I., & Nurhajati. (2020). Pengaruh Smart Digital Content Marketing Terhadap Keputusan Pembelian Konsumen Millennial Aneka Sport Malang. Jurnal Ilmiah Riset Manajemen.
Joe, P., & Barret, N. (2009). Get Content Get Customers: Turn Prospects Into Buyers With. Content Marketing. Boston: Mcgraw-Hill.
Karr, D. (2016). How To Map Your Content To Unpredictable Customer Journeys. Meltwater Outside Insight.
Kotler, P., & Keller, K. (2016). Marketing Management (15 Ed.). England: Pearson Education Limited.
Lariscy, R. W. (2009). An Examination Of The Role Pf Online Social Media In Journalists' Source Mix. Elsevier Public Relations Review, 35(3), 314-316.
Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1997). Besar Sampel Dalam Penelitian Kesehatan. Yogyakarta: Gajah Mada University Press.
Mahendra, F. Z. (2021). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi (Studi Pada Akun Instagram @Authenticsid). Jurnal Ilmiah Feb Mahasiswa Universitas Brawijaya, 9(2).
Mcpheat, S. (2011). Content Marketing. United Kingdom: The Internet Marketing Academy.
Pažėraitė, A., & Repovienė, R. (2018). Content Marketing Decisions For Effective Internal Communication. Sciendo, 117-130.
Pride, W., & Ferrell, O. (2014). Marketing. United States: South-Western College Pub.
Pulizzi, J. (2011). Get Content Get Customers: Turn Prospects Into Buyers With Content Marketing. Boston: Mcgraw-Hill.
Rai, A., & Srivastava, M. (2013). The Antecedents Of Customer Loyalty: An Empirical Investigation In Life Insurance Context. Journal Of Competitiveness, 5(2), 139-163.
Sashi, C. (2012). Customer Engagement, Buyer-Seller Relationships, And Social Media. Emerald Management Decision, 50(2), 253-272.
So, K., King, C., & Sparks, B. (2012). Customer Engagement With Tourism Brands: Scale Development And Validation. Journal Of Hospitality And Tourism Research, 77(2), 304-329.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Suud, Y. A. (2020). Digital 2020: Pengguna Internet Indonesia Dalam Angka. Retrieved 04 07, 2021, From Https://Cyberthreat.Id/Read/5387/Digital-2020-Pengguna-Internet-Indonesia-Dalam-Angka
Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan, Dan Penelitian. Yogyakarta: Andi.
Toor, A., & Husnain, M. (2017). The Impact Of Social Network Marketing On Consumer Purchase Intention In Pakistan: Consumer Engagement As A Mediator. Asian Journal Of Business And Accounting, 10(1), 167-199.
Ulfah, H. (2019). Pengaruh Sosial Network Marketing Terhadap Customer Purchase Intention Yang Dimediasi Oleh Customer Engagement Pada Brand Dian Pelangi Di Banda Aceh. Jurnal Manajemen Inovasi, 10(2), 65-74.
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal Of Marketing Theory And Practice, 20(2), 127-145.
Wang, J., & Wang, Z. (2020). Strengths, Weaknesses, Opportunities And Threats (Swot) Analysis Of China’s Prevention And Control Strategy For The Covid-19 Epidemic. Int. J. Environ. Res. Public Heal., 17(7), 2235.
Weerasinghe, K. (2019). Impact Of Content Marketing Towards The Customer Online Engagement. International Journal Of Business, Economics And Management, 2(3), 217-224.
Weerasinghe, M. K. (2019). Impact Of Content Marketing Towards The Customer Online Engagement. International Journal Of Business, Economics And Management, 2(3), 217-224.
Willems, H. (2011). Transitioning Into A Blueconomy. White Paper Customer-Driven Online Engagement, 1-18.
Yanis, N. S. (2019). Pengaruh Content Marketing Instagram Terhadap Customer Engagement (Studi Kasus Pada Elzatta Bandung Tahun 2019). E-Proceeding Of Applied Science, 5(3), 1851-1853.
Zaenudin, A. (2017, Agustus 18). Profil Konsumen Belanja Online Di Indonesia. Retrieved From Tirto.Id: Https://Tirto.Id/Profil-Konsumen-Belanja-Online-Di-Indonesia-Cueg
Alexander, M., & Jaakkola, E. (2015). Customer Engagement Behaviours And Value Co-Creation. In Book: Customer Engagement: Contemporary Issues And Challenges, 3-20.
Brodie, R., & Hollebeek, L. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, And Implications For Research. Journal Of Service Research, 14(3), 252-271.
Evans, D. (2008). Social Media Marketing. Indiana: Wiley Publishing.
Frost, R., & Strauss, J. (2016). E-Marketing. New York: Rautledge.
Gunelius, S. (2011). 30-Minute Social Media Marketing. United States: Mcgraw-Hill Companies.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. New York: Prentice Hall.
Hamdat, A., & Oktaviani, D. (2020). Pengaruh Strategi Content Pada E-Commerce Shopee Terhadap Keputusan Pembelian Masyarakat Di Kota Makassar. Jurnal Manajemen Dan Organisasi Review (Manor), 2(2), 106-113.
Hollebeek, L. (2011). Demystifying Customer Brand Engagement: Exploring The Loyalty Nexus. Journal Of Marketing Management, 27(7-8), 785-807.
Huda, I. U. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Jurnal Komunikasi Bisnis Dan Manajemen, 8(1), 32-40.
Indarti, I., & Nurhajati. (2020). Pengaruh Smart Digital Content Marketing Terhadap Keputusan Pembelian Konsumen Millennial Aneka Sport Malang. Jurnal Ilmiah Riset Manajemen.
Joe, P., & Barret, N. (2009). Get Content Get Customers: Turn Prospects Into Buyers With. Content Marketing. Boston: Mcgraw-Hill.
Karr, D. (2016). How To Map Your Content To Unpredictable Customer Journeys. Meltwater Outside Insight.
Kotler, P., & Keller, K. (2016). Marketing Management (15 Ed.). England: Pearson Education Limited.
Lariscy, R. W. (2009). An Examination Of The Role Pf Online Social Media In Journalists' Source Mix. Elsevier Public Relations Review, 35(3), 314-316.
Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1997). Besar Sampel Dalam Penelitian Kesehatan. Yogyakarta: Gajah Mada University Press.
Mahendra, F. Z. (2021). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi (Studi Pada Akun Instagram @Authenticsid). Jurnal Ilmiah Feb Mahasiswa Universitas Brawijaya, 9(2).
Mcpheat, S. (2011). Content Marketing. United Kingdom: The Internet Marketing Academy.
Pažėraitė, A., & Repovienė, R. (2018). Content Marketing Decisions For Effective Internal Communication. Sciendo, 117-130.
Pride, W., & Ferrell, O. (2014). Marketing. United States: South-Western College Pub.
Pulizzi, J. (2011). Get Content Get Customers: Turn Prospects Into Buyers With Content Marketing. Boston: Mcgraw-Hill.
Rai, A., & Srivastava, M. (2013). The Antecedents Of Customer Loyalty: An Empirical Investigation In Life Insurance Context. Journal Of Competitiveness, 5(2), 139-163.
Sashi, C. (2012). Customer Engagement, Buyer-Seller Relationships, And Social Media. Emerald Management Decision, 50(2), 253-272.
So, K., King, C., & Sparks, B. (2012). Customer Engagement With Tourism Brands: Scale Development And Validation. Journal Of Hospitality And Tourism Research, 77(2), 304-329.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Suud, Y. A. (2020). Digital 2020: Pengguna Internet Indonesia Dalam Angka. Retrieved 04 07, 2021, From Https://Cyberthreat.Id/Read/5387/Digital-2020-Pengguna-Internet-Indonesia-Dalam-Angka
Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan, Dan Penelitian. Yogyakarta: Andi.
Toor, A., & Husnain, M. (2017). The Impact Of Social Network Marketing On Consumer Purchase Intention In Pakistan: Consumer Engagement As A Mediator. Asian Journal Of Business And Accounting, 10(1), 167-199.
Ulfah, H. (2019). Pengaruh Sosial Network Marketing Terhadap Customer Purchase Intention Yang Dimediasi Oleh Customer Engagement Pada Brand Dian Pelangi Di Banda Aceh. Jurnal Manajemen Inovasi, 10(2), 65-74.
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal Of Marketing Theory And Practice, 20(2), 127-145.
Wang, J., & Wang, Z. (2020). Strengths, Weaknesses, Opportunities And Threats (Swot) Analysis Of China’s Prevention And Control Strategy For The Covid-19 Epidemic. Int. J. Environ. Res. Public Heal., 17(7), 2235.
Weerasinghe, K. (2019). Impact Of Content Marketing Towards The Customer Online Engagement. International Journal Of Business, Economics And Management, 2(3), 217-224.
Weerasinghe, M. K. (2019). Impact Of Content Marketing Towards The Customer Online Engagement. International Journal Of Business, Economics And Management, 2(3), 217-224.
Willems, H. (2011). Transitioning Into A Blueconomy. White Paper Customer-Driven Online Engagement, 1-18.
Yanis, N. S. (2019). Pengaruh Content Marketing Instagram Terhadap Customer Engagement (Studi Kasus Pada Elzatta Bandung Tahun 2019). E-Proceeding Of Applied Science, 5(3), 1851-1853.
Zaenudin, A. (2017, Agustus 18). Profil Konsumen Belanja Online Di Indonesia. Retrieved From Tirto.Id: Https://Tirto.Id/Profil-Konsumen-Belanja-Online-Di-Indonesia-Cueg
Published
2022-03-29
How to Cite
Dewi Oktavia Putri, Rahayu Puji Suci, & Mulyono. (2022). Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87). Bulletin of Management and Business, 3(1), 284-293. https://doi.org/10.31328/bmb.v3i1.203
Issue
Section
Article Text
Copyright (c) 2022 Bulletin of Management and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
