Rayi Raka Raihan, . (2024) PENGARUH PEMASARAN MEDIA SOSIAL DAN PEMASARAN KONTEN TERHADAP KETERLIBATAN PELANGGAN PADA UMKM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the rapidly evolving digital era, the hermit consumer phenomenon poses significant challenges for MSMEs to maintain customer engagement. Digital marketing, through social media and relevant content, has become a crucial strategy to reach consumers. Therefore, this study aims to analyze the influence of social media marketing and content marketing on customer engagement. This research is a quantitative study using customers of digitized MSMEs in DKI Jakarta as the sample. Respondents were selected using simple random sampling, with a total of 128 respondents. Hypothesis testing was conducted using Structural Equation Modeling (SEM) with the assistance of SmartPLS 4.0 software and 5% (0.05) significance level. The results show that (1) social media marketing has a positive and significant influence on customer engagement, contributing 61.4%, and (2) content marketing has a positive and significant influence on customer engagement, contributing 25.7%. The indicators with the greatest influence in social media marketing are Interaction and Credibility, while in content marketing, the most influential indicators are Persuasion and Decision Making. This study confirms that combining social media marketing and content marketing strategies can significantly enhance customer engagement, offering MSMEs the opportunity to strengthen customer loyalty and relationships in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111220] [Pembimbing: Miguna Astuti] [Penguji 1: Bernadin Dwi] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Social Media Marketing, Content Marketing, Customer Engagement, MSMEs. |
| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions L Education > L Education (General) Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) Z Bibliography. Library Science. Information Resources > ZA Information resources |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RAYI RAKA RAIHAN |
| Date Deposited: | 27 Feb 2025 00:58 |
| Last Modified: | 12 Mar 2025 04:47 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34761 |
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