CUSTOMER ENGAGEMENT DALAM MOBILE MARKETING DAN CONTENT MARKETING
DOI:
https://doi.org/10.32897/jiim.2024.2.2.3404Keywords:
Mobile Marketing, Content Marketing, Customer Engagement, Retail Online, Ghaisan BoutiqueAbstract
The purpose of this study is to examine and elucidate how content marketing and mobile marketing affect consumer engagement. This study's research methodology is associative and quantitative in nature. One hundred respondents who were customers of Ghaisan Boutique Sukabumi Online Retail made up the study's sample. Using Google Forms, questionnaires were sent directly to Ghaisan Boutique Sukabumi Online Retail customers to collect study data. Multiple linear regression analysis is the analytical method employed in this work. The study's findings demonstrated that factors related to mobile marketing positively impact client engagement. Customer engagement is positively impacted by mobile and content marketing elements to the tune of 50%, with the other 50% being influenced by unstudied variables. This study adds to the body of knowledge in marketing management about consumer involvement, content marketing, and mobile marketing in the context of marketing.
References
Lamberton C, Stephen AT. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. In: Journal of Marketing. American Marketing Association; 2016. p. 146–72.
Sulaimon MA, Vorobyova K. Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping. International Journal of Intellectual Human Resource Management (IJIHRM). 2021 Oct 1;02(02).
Diky Rifaldi M, Gaffar V. Effect of Content Marketing, Customer Engagement, and Brand Trust on Brand Loyalty (Survey on users of the “Bareksa” Digital Investment Platform). Budapest International Research and Critics Institute Journal (BIRCI-Journal) [Internet]. 2022;5(4):30904–17. Available from: https://doi.org/10.33258/birci.v5i4.7274
Kotler, Hermawan Kartajaya IS. Marketing 4.0. Jakarta: PT Gramedia Pustaka Utama; 2020. 41 p.
Breckova P, Karas M. Online technology and promotion tools in SMEs. Innovative Marketing. 2020 Sep 3;16(3):85–97.
Jamil K, Dunnan L, Gul RF, Shehzad MU, Gillani SHM, Awan FH. Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Front Psychol. 2022 Jan 17;12.
Li CH, Chan OLK, Chow YT, Zhang X, Tong PS, Li SP, et al. Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention. Front Psychol. 2022 Jun 30;13.
Kurniawan IB, Sri N, Kurniawati E, Junaedi IWR. Pengaruh Content Marketing, E-Mail Marketing dan Mobile Marketing Terhadap Customer Engagement Pada Nadia Mart Dawas. JUIMA : Jurnal Ilmu Manajemen. 2022;12(1):133–49.
Sawaftah D, Aljarah A, Lahuerta-Otero E. Power brand defense up, my friend! stimulating brand defense through digital content marketing. Sustainability (Switzerland). 2021 Sep 1;13(18).
Hollebeek LD, Macky K. Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing. 2019 Feb 1;45:27–41.
Samanta I. Examining relationship marketing and strategic branding in b2b Greek SMEs: A family business development. Innovative Marketing. 2022;18(3):110–20.
Juliana J, Pramezwary A, Alicia A, Daria D, Fenny F, Rhoswenlin R. Konsekuensi Consumer Engagement: Iklan dan Konten Media Sosial Berfokus pada Konsumen Restoran Indonesia: Perspektif Uses and Gratification Theory. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya. 2021 Sep 10;12(2):97–105.
Joshi V, Kinange UM. Content marketing and consumer engagement: The role of content source [Internet]. Vol. 9, International Journal of Creative Research Thoughts. 2021. Available from: www.ijcrt.org589
Smith J, Harvidsson P. Content Marketing’s effect on customer engagement. New York: University of Borås; 2017.
Yonathan GE, Bernarto I. Pengaruh Content Marketing Instagram, Social Media Marketing Instagram, Price, Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar. At-Tadbir : jurnal ilmiah manajemen. 2022 Aug 2;6(2):106.
Ginan M, Taufiq Dwi Jatmika R, Zikri F. Pengaruh Social Media Marketing Dan Content Marketing Instagram Terhadap Keputusan Pembelian Produk Saena Seafood di Kabupaten Cianjur. Jurnal Agrita. 2023;5(1):61–76.
Khairani A, Fachira I. The Influence of Different Digital Content Marketing on Consumer Engagement in The Tourism Sector. International Journal of Social Science and Business [Internet]. 2021;5:443–50. Available from: https://ejournal.undiksha.ac.id/index.php/IJSSB/index
Sugiyono. Metode Penelitian Kualitatif dan Kuantitatif, R&D. Bandung: Alfabeta; 2018.
Ghozali I. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. 8th ed. Semarang: Badan Penerbit Universitas Diponegoro; 2016.
Agung Esfandari D. Pengaruh Mobile Apps Myindihome Terhadap Customer Engagement Di Kota Bandung. Vol. 1, Jurnal Bisnis dan Manajemen Universitas Merdeka Malang. 2019.
Ashari RMH, Sitorus OF. Pengaruh Content Marketing terhadap Customer Engagement Kopi Kenangan. Jurnal EMT KITA. 2023 Jan 1;7(1):38–46.
Alalwan AA, Rana NP, Dwivedi YK, Algharabat R. Social media in marketing: A review and analysis of the existing literature. Vol. 34, Telematics and Informatics. Elsevier Ltd; 2017. p. 1177–90.
Downloads
Published
Issue
Section
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
