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