JBTI : Jurnal Bisnis : Teori dan Implementasi
Vol 12, No 1 (2021): April 2021

Analysis of the Effectiveness of Content Marketing Communications in the Effort of Formulating a Promotion Strategy to Stimulate Repetitive Purchases

Ramadhany, Medina (Unknown)

Article Info

Publish Date
03 Jul 2021

Abstract

This study aims to see how the level of effectiveness of content marketing communication to consumers at the Bajumantanmoo online store in driving repeat purchase decisions. This research uses quantitative methods with a descriptive approach. Samples were taken using purposive sampling technique and data were collected through questionnaires to the sample. The data then tested using the validity test with the t table value (0.3297) and the reliability test with a Cornbach alpha value of 1.08. Based on the research results, it was found that the persuasion indicator was the content marketing indicator with the least value in encouraging consumers to make repeat purchases.

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Journal Info
JBTI : Jurnal Bisnis : Teori dan Implementasi
Website

Abbrev

bti

Publisher

Universitas Muhammadiyah Yogyakarta

Subject

Economics, Econometrics & Finance

Description

Jurnal Bisnis: Teori dan Implikasi (JBTI) merupakan jurnal ilmiah berkala (setahun dua kali). Tujuan utama jurnal ini adalah untuk mendiseminasi artikel ilmiah dalam bidang bisnis, yang memiliki fondasi teori dan implemetatif. Berkaitan dengan hal tersebut, artikel yang dipublikasikan harus ...