PERANAN CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER LOYALTY MELALUI MEDIASI CUSTOMER ENGAGEMENT PADA KANAL YOUTUBE JURNALRISA

    ARVIANTI FARAH NATSYA PUTRI, - and Vanessa Gaffar, - and Lisnawati, - (2025) PERANAN CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER LOYALTY MELALUI MEDIASI CUSTOMER ENGAGEMENT PADA KANAL YOUTUBE JURNALRISA. S2 thesis, Universitas Pendidikan Indonesia.

    Abstract

    ABSTRAK Konten digital melalui platform YouTube memiliki potensi besar dalam membangun hubungan jangka panjang antara merek dan audiens, khususnya melalui strategi Content Marketing. Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing terhadap Customer Loyalty dengan Customer Engagement sebagai variabel mediasi pada kanal YouTube Jurnalrisa. Menggunakan metode kuantitatif dengan teknik random sampling, data dikumpulkan dari 300 responden yang merupakan anggota member resmi kanal YouTube Jurnalrisa, kemudian dianalisis menggunakan Structural Equation Modeling (SEM) berbantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Customer Loyalty. Selain itu, Customer Engagement terbukti memediasi secara signifikan sekaligus memperkuat hubungan antara Content Marketing dan Customer Loyalty. Temuan ini menegaskan pentingnya keterlibatan pelanggan sebagai penghubung antara strategi konten dengan loyalitas audiens. Bagi praktisi, penelitian ini memberikan rekomendasi agar strategi Content Marketing dirancang lebih interaktif, konsisten, dan relevan dengan karakteristik audiens untuk meningkatkan loyalitas, khususnya dalam konteks industri konten digital berbasis genre horor di YouTube ABSTRACT Digital content on YouTube has a significant potential to build long-term relationships between brands and audiences, particularly through Content Marketing strategies. This study aims to analyze the effect of Content Marketing on Customer Loyalty with Customer Engagement as a mediating variable on Jurnalrisa’s YouTube channel. Using a quantitative approach with a random sampling technique, data were collected from 300 respondents who are official members of the Jurnalrisa YouTube channel and analyzed with Structural Equation Modeling (SEM) using AMOS software. The findings reveal that Content Marketing has a positive and significant effect on Customer Loyalty. Moreover, Customer Engagement significantly mediates and strengthens the relationship between Content Marketing and Customer Loyalty. These results highlight the crucial role of customer involvement as a bridge between content strategies and audience loyalty. For practitioners, the study suggests that Content Marketing strategies should be designed to be more interactive, consistent, and relevant to audience characteristics in order to foster loyalty, particularly within the context of horror-based digital content on YouTube.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S2)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=cVqU3VUAAAAJ ID SINTA DOSEN PEMBIMBING Vanessa Gaffar : 5993246 Lisnawati : 5986471
    Uncontrolled Keywords: Content Marketing, Customer Engagement, Customer Loyalty, YouTube, Digital Marketing
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Arvianti Farah Natsya Putri
    Date Deposited: 12 Sep 2025 02:15
    Last Modified: 12 Sep 2025 02:15
    URI: http://repository.upi.edu/id/eprint/137430

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