PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP BRAND LOYALTY

Novi Fitriyani, - (2024) PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP BRAND LOYALTY. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk memperoleh gambaran dan pengaruh influencer marketing dan content marketing terhadap brand loyalty pada anggota komunitas Vivo Indonesia. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Penelitian ini melibatkan 200 sampel yang diambil dengan metode simple random sampling. Teknik analisis yang digunakan adalah analisis structural equation model (SEM). Hasil penelitian menunjukkan bahwa gambaran influencer marketing dan content marketing dan brand loyalty berada pada kategori yang baik. Berdasarkan pengujian parsial influencer marketing memiliki pengaruh positif dan signifikan terhadap brand loyalty, sedangkan content marketing tidak berpengaruh positif dan signifikan terhadap brand loyalty. Sedangkan berdasarkan simultan influencer marketing dan content marketing memiliki pengaruh positif dan signifikan terhadap brand loyalty. Berdasarkan hasil penelitian, maka peneliti merekomendasikan, untuk menambah variabel intervening pada variabel content marketing terhadap brand loyalty. Adapun variabel yang dapat dipertimbangkan diantaranya yaitu customer satisfaction, perceived value, dan customer engagement. Kata Kunci: influencer marketing, content marketing, brand loyalty This study was conducted with the aim of obtaining an overview and influence of influencer marketing and content marketing on brand loyalty among members of the Vivo Indonesia community. The type of research used is descriptive and verification. This study involved 200 samples taken using the simple random sampling method. The analysis technique used is structural equation model (SEM). The results of the study indicate that the description of influencer marketing and content marketing and brand loyalty is in the good category. Based on partial testing, influencer marketing has a positive and significant influence on brand loyalty, while content marketing does not have a positive and significant influence on brand loyalty. While based on simultaneous influencer marketing and content marketing have a positive and significant influence on brand loyalty. Based on the results of the study, the researcher recommends adding intervening variables to the content marketing variable on brand loyalty. The variables that can be considered include customer satisfaction, perceived value, and customer engagement Keywords: influencer marketing, content marketing, brand loyalty

Item Type:	Thesis (S1)
Additional Information:	ID Sinta Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari
Uncontrolled Keywords:	influencer marketing, content marketing, brand loyalty
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Novi Fitriyani
Date Deposited:	12 Sep 2024 03:23
Last Modified:	12 Sep 2024 03:23
URI:	http://repository.upi.edu/id/eprint/123778

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