Bulletin of Management and Business
Vol. 3 No. 1: Maret 2022

Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87)

Dewi Oktavia Putri (Universitas Widyagama Malang)
Rahayu Puji Suci (Universitas Widyagama Malang)
Mulyono (Universitas Widyagama Malang)

Article Info

Publish Date
29 Mar 2022

Abstract

Abstract In this era of globalization or better known as the Industrial Revolution 4.0 Technology trend, digital marketing is the most effective place to increase sales of a brand, and Realizm87 is no exception. This study examines the relationship between three variables, namely content marketing (X) as an independent variable, consumer engagement (Z) as a mediating variable, and online purchasing decisions (Y) as a dependent variable. This research method is quantitative research with descriptive research type. The sampling technique used is non-probability sampling with purposive sampling type. Collecting data by distributing questionnaires to 96 consumers who bought Realizm87 products online. Based on the results of the study, it was found that attractive content marketing will increase consumer engagement and online purchasing decisions. High Consumer Engagement will increase online purchasing decisions. Attractive content marketing through high consumer engagement will improve online purchasing decisions.

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Journal Info
Bulletin of Management and Business
Website

Abbrev

bmb

Publisher

UNIVERSITAS WIDYAGAMA MALANG

Subject

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

Description

Bulletin of Management and Business or abbreviated as BMB is national journal, peer reviewed, open access, online journal of applied research in the field of management and  business area. it is designed to provide a rapid dissemination of original, up to date ideas and timely and significant ...