The Influence of Content Marketing toward the Customer Engagement of Tokopedia Users in Yogyakarta

Banyu Bening(1*), Lucia Kurniawati(2)
(1) Universitas Sanata Dharma
(2) Universitas Sanata Dharma
(*) Corresponding Author

Abstract

The purpose of this research is to find out (1) the perception of Tokopedia users about content marketing by Tokopedia, (2) the perception of Tokopedia users about customer engagement with Tokopedia, (3) the positive influence of content marketing toward customer engagement of Tokopedia users. The population of this research was the Tokopedia users in Yogyakarta City and Sleman Regency. Respondents in this research were 158 people taken by purposive sampling technique. The data analysis technique in this study is Regression Analysis using the SPSS 21 software. The results of this research indicated that (1) Tokopedia users had a good perception of content marketing by Tokopedia, (2) Tokopedia users had a good perception of customer engagement with Tokopedia, (3) content marketing had a positive influence toward customer engagement of Tokopedia users.

 

Keywords: Content Marketing, Customer Engagement

Keywords


content marketing; customer engagement

References


Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0. New Jersey: Wiley.

Maczuga, P., et al. (2014). Content Marketing Handbook: Simple Ways to Innovate Your Marketing Approach. Warsaw: CMEX.

Karr, D. (2016). How to Map Your Content to Unpredictable Customer Journeys. San Francisco: Meltwater.

Kotler, P. & Armstrong, G. (2018). Principle of Marketing. Global 17th Edition. London: Pearson.

Sarwono, J. )2012). Path Analysis: Teori, Aplikasi, Prosedur Analisis untuk Riset Skripsi, Tesis dan Disertasi (Menggunakan SPSS). Jakarta: Elex Media Komputindo.

Brodie, R., Hollebeek, L. D., Juric, B & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research. 252-271.

Brodie, R., Hollebeek, L.D., Juric, B & Ilic, A. (2013). Consumer Engagement in A Virtual Brand Community: An Exploratory Analysis. Journal of Business Research. 105-114.

Sashi, C.M. (2012). Customer Engagement, Buyer-Seller Relationships, and Social Media Management Decision. 253-272.

Limandono, J. (2016). Pengaruh Content Marketing dan Event Marketing Terhadap Customer Engagement Dengan Sosial Media Marketing Sebagai Variabel Moderasi Di Pakuwon City. Jurnal Manajemen Pemasaran. 1-11. Universitas Petra.

https://www.forbes.com/sites/micahsolomon/2015/12/24/customer-engagement-is-everything/#75791932466b. Retrieved on 17 September 2018.

https://web.kominfo.go.id/sites/default/files/Laporan%20Survei%20APJII_2017_v1.3.pdf. Retrieved on 12 September 2018.

https://www.bps.go.id/publication/2018/11/30/e0597f06233100ccdab076c1/statistik-telekomunikasi-indonesia-2017.html. Retrieved on 12 September 2018.

https://getcraftasia.typeform.com/to/PWZckm. Retrieved on 13 September 2018.

https://iprice.co.id/insights/mapofecommerce/. Retrieved on 17 September 2018.

https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/the-digital-tipping-point-mckinsey-global-survey-results. Retrieved on 17 September 2018.

https://katadata.co.id/berita/2018/09/18/pria-lebih-banyak-belanja-online-dibanding-perempuan. Retrieved on 8 April 2019.


Article Statistic

Abstract view : 231 times
PDF views : 142 times

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off

Full Text: PDF

How To Cite This :

Refbacks

  • There are currently no refbacks.