Customer Engagement Memediasi Content Marketing Terhadap Brand Awareness pada Online Travel Agent
Customer Engagement Mediates the Effect of Content Marketing on Brand Awareness on Online Travel Agents
Abstract
Penelitian ini bertujuan menganalisis pengaruh content marketing terhadap brand awareness yang dimediasi customer engagement dengan online travel agent sebagai objek. Sebanyak 399 responden berkontribusi dalam pengisian kuesioner secara online melalui google form yang selanjutnya diolah menggunakan aplikasi partial least square (PLS). Sehingga penelitian ini dapat digolongkan sebagai penelitian kuantitatif. Dari hasil analisis menunjukkan adanya pengaruh content marketing terhadap brand awareness melalui customer engagament secara langsung positif dan signifikan. Demikian pula terdapat pengaruh yang signifikan antara content marketing terhadap brand awareness serta customer engagement dan juga ada pengaruh customer engagement terhadap brand awareness positif dan signifikan. Untuk itu, penelitian ini dapat menyempurnakan penelitian sebelumnya yang sangat jarang menunjukkan hubungan ketiga variabel tersebut utamanya peran customer engagement sebagai mediator.
This study aims to analyze the effect of content marketing on brand awareness mediated by customer engagement with online travel agents as the object of research. A total of 399 respondents contributed in filling out the online questionnaire through the google form which processed using the partial least squares (PLS). This research can be classified as quantitative research. From the analysis results indicate that there is a direct positive and significant effect of content marketing on brand awareness mediated by customer engagement. Likewise, there is a significant influence between content marketing on brand awareness and customer engagement. There is also a positive and significant effect of customer engagement on brand awareness. This study can improve previous research which rarely shows the relationship between the three variables, especially the role of customer engagement as a mediator.
References
Abiyyuansyah, F., Kusumawati, A., & Irawan, A. (2019). Analisis Implementasi Strategi Content Marketing Dalam Meningkatkan Customer Engagement (Studi pada Strategi Content Marketing Amstirdam Coffee Malang). Jurnal Administrasi Bisnis, 78-87.
Abou Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on Brand Awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management.
Ashraf, M., Khan, S., & Ansari, A. (2020). Impact of Brand Awareness and Social Media Content Marketing on Brand loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 172-179.
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on Brand Awareness and brand image. International Journal of Economics and Business Research, 243-261.
Darmawan. (2015, November 01). Panduan IM. Retrieved from Panduan IM: http://panduanim.com/apa-itu-contentmarketing/
Febriyan, F., & Supriono. (2018). Pengaruh Pemasaran Media Sosial Terhadap Brand Awareness pada Produk Internasional (Survei pada Komunitas Xiaomi Indonesia). Jurnal Administasi Bisnis, 74-29.
Ghozali, I., & Latan, H. (2014). Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 2.0 M3 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Jogiyanto. (2011). Konsep dan Aplikasi Structural Equation Modeling (SEM) Berbasis Varian dalam Penelitian Bisnis. Yogyakarta : Yogyakarta UPP STIM YKPN.
Krishnaprabha, S., & Tarunika, R. (2020). An Analysis on building Brand Awareness through Digital Marketing Initiatives. International Journal of Research in Engineering, Science and Management, 266-270.
Lei, S. S., Pratt, S., & Wang, D. (2017). Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 316-328.
Manshur, M. I. (2020). Peran Digital Marketing Dalam Membangun Brand Awareness Busana Hijab Syar'i Si.Se.Sa. Perspektif Komunikasi: Jurnal Komunikasi Politik dan Komunikasi Bisnis, 113-131.
Nabilla, Z., & Rubiyanti, R. (2020). Pengaruh Content Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Mediator Pada Penggunaan Situs Web Zomato. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 223-236.
Nisar, S., & Sultan, K. A. (2018). A Model of Online Consumer Engagement, Brand Awareness , and Brand Loyalty: Analysis of Meditation and Feedback Loop Effect.
Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing terhadap Pembentukna Brand Awareness pada Kalbis Institute. Jurnal Media Kom.
Pulizzi, J. (2013). Epic content marketing: How to tell a different story, break through the clutter, and win more customers by marketing less. McGraw Hill Education.
Romdonny, J., & Rosmandi, M. L. (Ikraith Ekonomika). Peran Media Sosial Dalam Mendukung Pemasaran Produk Organisasi Bisnis. 2018.
Sanjaya, L. (2020). Analisis Pengaruh Content Marketing pada Customer Value dan Customer Engagement serta Dampaknya Terhadap Repeat Purchase pada Pegipegi di Surabaya. Jurnal Strategi Pemasaran.
Sari, S., Syamsuddin, S., & Syahrul, S. (2021). Analisis Brand Awareness dan Pengaruhnya terhadap Buying Decision Mobil Toyota Calya di Makassar. Journal of Business Administration (JBA), 37-48.
Sawaftah, D., Aljarah, A., & Lahuerta-Otero, E. (2021). Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing. Sustainability.
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in Users' engagement behavior. Journal of Interactive Marketing, 47-65.
Sinambela, & Poltak, L. (2014). Metodologi Penelitian Kuantitatif. Yogyakarta: Graha Ilmu.
So, K. K., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 304-329.
Stephanie, C. (2021, Oktober 31). PT. Kompas Cyber Media (Kompas Gramedia Digital Group). Retrieved from Kompas.com: https://tekno.kompas.com/read/2021/02/24/08050027/riset-ungkap-lebih-dari-separuh-penduduk-indonesia-melek-media-sosial
Sugiarto. (2017). Metodologi Penelitian Bisnis. Yogyakarta: ANDI.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sulistio, K., & Ismail, Y. (2018). The Analysis of Bekasi Industrial Tourism's Brand Awareness. Firm Journal of Management Studies.
Trong Nhan, P. H., Truc Vi, H. O., & Viet Phuong, L. H. (2020). The Impact Of Content Marketing on Customer Engagement on Instagram a Case Study of Fashion Brands. International Journal of Management (IJM), 11(7).
Weerasinghe, K. (2019). Impact of content marketing towards the customer online engagement. International Journal of Business, Economics and Management, 217-218.
Copyright (c) 2023 EKOMABIS: Jurnal Ekonomi Manajemen Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Copyright of this journal is possession of Editorial Board and Journal Manager, by the knowledge of author, whilst the moral righ of the publication belongs to the author.
- Legal formal aspcect of journal publication assessibility refers to Creative Commons Atribut-Non Commercial-No Derivatef (CC BY-NC-SA), implies that publication can be used for non-commercial purposes in its original form.
- Every publications are open access for educational purposes, research, and library. Other that the aims mentioned aboe, editorial board is not responsible for copyright violation.
LPPM Universitas Pelita Bangsa