JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Vol 7 No 2 (2022): Jurnal NUSAMBA

The Influence Of Content Marketing Factors Towards Actual Visit Behavior Through Behavioral Intention

Jovan Jovan (Pelita Harapan University)
Ronald Ronald (Universitas Pelita Harapan Kampus Surabaya)

Article Info

Publish Date
01 Oct 2022

Abstract

The purpose of this research is to see the influence of content marketing factors towards actual visit behavior through behavioral intention to visit at Pepper Lunch Medan. This study is causal research. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 150 respondents with the characteristics of male and female respondents aged 18-60 years, have visited Pepper Lunch Medan once in the last 2 years and follow or have seen Instagram of Pepper Lunch Medan. The results of this research shows that Experiencing Appeal has a positive but not significant effect to Customer’s Behavioral Intention to Visit and the other 5 hypothesis have positive and significant effect

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Journal Info
JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Website

Abbrev

manajemen

Publisher

Universitas Nusantara PGRI Kediri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Nusamba is a peer review journal published by Department of Management and the media for researchers and lecturers who will publish the results of their research. The aim of the Journal is to facilitate scientific publication of the results of researches in Indonesia and participate to ...