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All Journal Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Jurnal Investasi JPEKBM (Jurnal Pendidikan Ekonomi, Kewirausahaan, Bisnis dan Manajemen) Jumat Pertanian: Jurnal Pengabdian Masyarakat JoEMS : Journal of Education and Management Studies Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Jurnal Abdi Inovatif (Pengabdian Kepada Masyarakat) Business and Economic Publication
Fahimah, Mar'atul
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Investasi

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CONTENT MARKETING : BRAND EXPERIENCE PRODUK FROZEN FOOD MELALUI CUSTOMER RETENTION Fahimah, Mar'atul; Jan’nah, Hilda Nur Roudhotul
Jurnal Investasi Vol. 9 No. 2 (2023): Jurnal Investasi Vol. 9 No 2
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/investasi.v9i2.264

Abstract

The Covid-19 pandemic encourages people to make lifestyle changes, including the food they eat. Due to the limited interaction, people will prefer to buy food that is easy to cook, durable, and nutritious. Frozen food or frozen food is the only right solution. The purpose of this study was to determine the effect of content marketing on brand experience through customer retention as an intervening variable for consumers of frozen food products on Instagram. The type of research used is associative. This study uses a purposive sampling technique and 100 respondents who are consumers who have followed and given likes to Cedea product posts. The results of this study indicate that content marketing has a significant effect on brand experience, content marketing has a significant effect on customer retention, customer retention has a significant effect on brand experience, and content marketing indirectly has a significant effect on brand experience through customer retention.
Co-Authors Ade Setiyawan, Bramantio Aris Agus Suhadi Ainun Zul Kirom Defi Miftachur Rochmah Dewantara, Rahmat Maulana Sukma Fadhli, Khotim Ita Rahmawati, Ita Jan’nah, Hilda Nur Roudhotul Listiani, Anis Mohammad Nasirudin Muh. Zaim Dzulkarnain Muhammad Taufiqur Rahman, Muhammad Taufiqur Pradita, Sindi Putri, Aprilliyanti Utami QOMARIYAH, SITI NUR Rahmatika, Arivatu Ni’mati Santoso, Thomas Aji Satiti, Wisnu Siwi Yanti Z.A, Auliya Akbar Fillah