PENGARUH CONTENT MARKETING, E-MAIL MARKETING DAN MOBILE MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA NADIA MART DAWAS
DOI:
https://doi.org/10.36733/juima.v12i1.4937Keywords:
content marketing, e-mail marketing, mobile marketing, customer engangementAbstract
Nadia Mart Dawas is one of the UMKM in Badung that uses digital marketing for promoting the product. The types of digital marketing that used is Content Marketing, E-Mail Marketing and Mobile Marketing. The Digital marketing efforts are closely related to customer engagement. Customer engagement is a behavior that makes customers contribute to the company's where the contribution is not only like the purchase of the product but the contribution given is a feedback, suggestions and ideas. This research was conducted with the aim of knowing the effect of Content Marketing, E-Mail Marketing and Mobile Marketing on Customer Engagement at Nadia Mart Dawas. This research was conducted by distributing online questionnaires to 150 respondents who are customer of Nadia Mart Dawas. The method used in this study is multiple linear regression to determine the effect of several variables on other variables. Based on the research that has been done, the results show that content marketing variables, email marketing variables and mobile marketing variables partially have a significant effect on customer engagement, and after all the variables X tested together has an effect on variable Y with a percentage of influence are 55.5% , and 45.5% is influenced by variables that are not used in this study.
Downloads
References
Algifari.(2000). Analisis Teori Regresi : Teori Kasus dan Solusi. Yogyakarta : BPFE.
Ardianto, Elvinaro. (2011). Metode Penelitian untuk Public Relation Kuantitatif dan Kualitatif. Bandung : PT. Remaja Rosdakarya.
Assael, H. (2004) . Consumer Behaviour: A Strategic Approach. New York: Houghton Mifflin.
Heru Chandra Litmanen, Wulan Purnama Sari. (2021) Analisis Pengaruh Content Marketing Terhadap Customer Engagement (Studi Pada Instagram @Bloomcoffeejkt). Jurnal Prologia, EISSN 2598-0777 Vol. 5, No. 1, Maret 2021, Hal 184-190).
Johan Ardi Limandono, Diah Dharmayanti,S.E.,M.Si.,Ph.D.(2017). Pengaruh Content Marketing dan Event Marketing Terhadap Customer Engagement Dengan Sosial Media Marketing Sebagai Variabel Moderasi Di Pakuwon City. Jurnal Strategi Pemasaran Petra, Vol 5, No. 1, 2017.
Karr, D. (2016). How To Map Your Content To Unpredictable Customer Journeys. Meltwater Outside Insight . Meltwater.
Kotler, Philip. (2019). Manajemen Pemasaran. Jakarta: Indeks.
Leppaniemi, M., Sinisalo, J., & Karjaluoto, H.(2006). Mobile Marketing Research: Emergence, Current Status, and Future Directions,” Conference on Corporate and Marketing Communications.
Liana, Erna. (2013). Strategi Menaklukkan Pasar; Melalui Riset Ekuitas dan Perilaku Merek. PT Gramedia Pustaka Utama. Jakarta.
Linda Sanjaya.(2020). Analisis Pengaruh Content Marketing Pada Customer Value Dan Customer Engagement Serta Dampaknya Terhadap Repeat Purchase Pada Pegipegi di Surabaya. Jurnal Strategi Pemasaran Petra Vo. 7 No. 1, 2020.
RA. Kurniawan. (2018). The Influence of Email Marketing and Online Store Atmosphere On Purchase Intention (A Study On Website Bukalapak.com in Malang). Jurnal Ilmiah Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawijaya.
Sanjaya, Ridwan dan Josua Tarigan.(2013). Creative Digital Marketing. Jakarta: PT Elex Media Komputindo.
Scharl, A., A. Dickinger & J. Murphy.(2005). Diffusion and Success Factors of Mobile Marketing. Electronic Commerce. Journal Electronic Commerce Research and Applications Volume 4 Issue 2, Summer 2005.
Shaikh, A.A., Karjaluoto, H. (2015). Mobile banking adoption: a literature review. Telematics Inform. 32, 129–142.
Solis, Brian.(2010). Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web. New Jersey: John Wiley and Sons.
Sugiyono.(2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Vivek, SD, Beatty, SE dan Morgan, RM.(2012).”Customer Engagement Exploring Customer Relationships Beyond Purchase”, Journal of Marketing Theory and Practice, Vol.22, no.2, pp.127-145.
Willems, Hans. (2011). Transitioning into A Blueconomy. Ehite Paper Customer Driven Online Engagement.
