eprintid: 137430
rev_number: 79
eprint_status: archive
userid: 217600
dir: disk0/00/13/74/30
datestamp: 2025-09-12 02:15:40
lastmod: 2025-09-12 02:15:40
status_changed: 2025-09-12 02:15:40
type: thesis
metadata_visibility: show
creators_name: ARVIANTI FARAH NATSYA PUTRI, -
creators_name: Vanessa Gaffar, -
creators_name: Lisnawati, -
creators_nim: NIM2311587
creators_nim: NID0007037404
creators_nim: NID0012018501
creators_id: natsyaputriiii99@gmail.com
creators_id: vanessa@upi.edu
creators_id: lisnawati@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: VANESSA GAFFAR, -
contributors_name: LISNAWATI, -
contributors_nidn: NID0007037404
contributors_nidn: NID0012018501
contributors_id: vanessa@upi.edu
contributors_id: lisnawati@upi.edu
title: PERANAN CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER LOYALTY MELALUI MEDIASI CUSTOMER ENGAGEMENT PADA KANAL YOUTUBE JURNALRISA
ispublished: pub
subjects: H1
subjects: HD28
divisions: Man
full_text_status: restricted
keywords: Content Marketing, Customer Engagement, Customer Loyalty, YouTube, Digital Marketing
note: https://scholar.google.com/citations?view_op=list_works&hl=en&user=cVqU3VUAAAAJ

ID SINTA DOSEN PEMBIMBING 
Vanessa Gaffar : 5993246
Lisnawati : 5986471
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.
date: 2025-08-29
date_type: published
institution: Universitas Pendidikan Indonesia
department: KODEPRODI61105#Manajemen_S2
thesis_type: masters
thesis_name: mphil
official_url: https://repository.upi.edu/
related_url_url: https://perpustakaan.upi.edu
related_url_type: org
citation:   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.   
document_url: http://repository.upi.edu/137430/7/T_MM_2311587_Title.pdf
document_url: http://repository.upi.edu/137430/2/T_MM_2311587_CHAPTER%201.pdf
document_url: http://repository.upi.edu/137430/1/T_MM_2311587_CHAPTER%202.pdf
document_url: http://repository.upi.edu/137430/8/T_MM_2311587_CHAPTER%203.pdf
document_url: http://repository.upi.edu/137430/5/T_MM_2311587_CHAPTER%204.pdf
document_url: http://repository.upi.edu/137430/3/T_MM_2311587_CHAPTER%205.pdf
document_url: http://repository.upi.edu/137430/4/T_MM_2311587_CHAPTER%206.pdf
document_url: http://repository.upi.edu/137430/6/T_MM_2311587_Appendix.pdf