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All Journal Jurnal Sains Sosio Humaniora Enrichment : Journal of Management Budimas : Jurnal Pengabdian Masyarakat EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Scientia Jurnal Ekonomi dan Bisnis Kontemporer Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Ekonomi Journal of Social Work and Empowerment
Dyah Ika Kirana Jalantina
Universitas Pandanaran, Semarang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Mathematics Public Health Social Sciences Other

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Journal : EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS)

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Meningkatnya Repeat Purchasedengan Content Marketing dan Brand Performance Melalui Customer Engagement Pada Konsumen Produk Fashion Merek Uniqlo Dyah Ika Kirana Jalantina; Maria Magdalena Minarsih
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 3 No 2 (2021): November 2021
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v3i2.1160

Abstract

This study aims to analyze and examine the effect of content marketing and brand performance on repeat purchases with customer engagement as an intervening variable on consumers of Uniqlo brand clothing products. With content marketing that is interesting, relevant and understands the target market, as well as a strong brand performance in occupying a brand position in the market, it will create an attachment for consumers in terms of brand awareness so that consumers will make repeat purchases. The method used is multiple regression analysis. Data were collected using a questionnaire. The sample in this study was taken as many as 100 respondents with an age of more than or equal to 17 years who had purchased Uniqlo brand fashion products. The results of this study indicate that content marketing has a positive and significant effect on customer engagement, brand performance has a positive and significant effect on customer engagement, content marketing has a positive and significant effect on repeat purchases, brand performance has a positive and significant effect on repeat purchases, customer engagement has a positive and significant impact on repeat purchases. significant to repeat purchases
Co-Authors Agustien Zulaidah Dewi Fatmasari Dukut Martinus Prabantara Heru Sri Wulan Maria Magdalena Minarsih Maria Magdalena Minarsih Maria Magdalena Minarsih Sauca Ananda Pranidana