Main Article Content
Abstract
Purpose: This study examines the effect of Content Marketing on Purchase Intention through Customer Engagement.
Research Design and Methodology: This study uses a quantitative research design with survey and path analysis methods. Data was collected from respondents who were involved in digital interactions with marketing content.
Findings and Discussion: The results showed that Content Marketing significantly indirectly affects one's Purchase Intention through increased Customer Engagement. This finding indicates that relevant, engaging, and valuable content can increase consumer engagement, strengthening their intention to purchase.
Implications: This research highlights the importance of companies developing content marketing strategies that focus on increasing customer engagement to maximize purchase intention. This research contributes to the digital marketing literature by highlighting the mediating role of Customer Engagement. However, limitations of this study include a sample that may not be representative of the broader population and a cross-sectional design that cannot identify changes in consumer behavior over time. Future research should use a longitudinal design and expand the sample to increase external validity and explore other factors influencing this relationship.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Abdurrahim, & Sangen, M. (2018). Pengaruh Content Marketing, Sales Promotion, Personal Selling, Dan Advertising Terhadap Minat Beli Konsumen Pada Hotel Biuti Di Banjarmasin. Jurnal Sains Manajemen Dan Kewirausahaan (JSMK), 2(1), 42–47. http://ppjp.ulm.ac.id/journal/index.php/jsmk
- Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences, 143, 822–826. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.07.483
- Aeni, S. R., & Sagir, J. (2022). Pengaruh Cause-Related Marketing Terhadap Customer Engagement Grab Di Kota Mataram Dengan Content Marketing Sebagai Pemoderasi: to determine effect of cause-related marketing on customer engagement, and the role of content marketing as moderating variable. Unram Management Review, 2(2), 144–157. http://urgentrev.unram.ac.id/index.php/Identification/article/view/267.
- Amalia, C. D., & Lubis, E. E. (2020). Pengaruh content marketing di Instagram stories@ lcheesefactory terhadap minat beli konsumen. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 7(1), 1–11. https://jnse.ejournal.unri.ac.id/index.php/JOMFSIP/article/view/26433
- Andika, M. (2022). Pengaruh Content Marketing dan Brand Ambassador terhadap Keputusan Pembelian pada Marketplace Shopee (Studi Kasus Generasi Z di Kabupaten Maros). Universitas Hasanuddin.
- Azzariaputrie, A. N., & Avicenna, F. (2023). Pengaruh Content Marketing TikTok terhadap Customer Engagement (Studi Kuantitatif pada Akun TikTok SilverQueen Selama Masa Campaign Banyak Makna Cinta). Jurnal Netnografi Komunikasi, 1(2), 20–25. https://doi.org/10.59408/netnografi.v1i2.11
- Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411
- Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID). Prologia, 5(1), 191–197. https://doi.org/10.24912/pr.v5i1.10116
- Chowdhury, S. N., Faruque, M. O., Sharmin, S., Talukder, T., Al Mahmud, M. A., Dastagir, G., & Akter, S. (2024). The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry. Open Journal of Business and Management, 12(3), 1666–1699. https://doi.org/10.4236/ojbm.2024.123090
- Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.101966
- De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.00
- Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
- Durianto, D., & Sugiarto, T. S. (2001). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama, 56, 58–59.
- Evania, S., Listiana, E., Rosnani, T., & Fahruna, Y. (2023). The effect of influencer marketing and content marketing on customer engagement and purchase decisions on followers. Asian Journal of Economics, Business and Accounting, 23(2), 12–20. http://science.researchersasian.com/id/eprint/141
- Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan disertasi ilmu manajemen. https://digilib.itbwigalumajang.ac.id/index.php?p=show_detail&id=2786
- Gambetti, R. C., & Graffigna, G. (2015). Value co-creation between the ‘inside’and the ‘outside’of a company: Insights from a brand community failure. Marketing Theory, 15(2), 155–178. https://doi.org/10.1177/1470593114545
- Hansen, D. R., & Mowen, M. M. (2003). Edisi Keempat. Cost Management Accounting and Control. Sounth Western: Thomson Learning.
- Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.00
- Irianto, D. R. (2021). Pengaruh Content Marketing dan Brand Image terhadap minat beli produk mitra Bukalapak: Studi pada konsumen mitra Bukalapak di Kota Malang. Universitas Islam Negeri Maulana Malik Ibrahim. http://etheses.uin-malang.ac.id/30130/
- Jia, X., Alvi, A. K., Nadeem, M. A., Akhtar, N., & Zaman, H. M. F. (2022). Impact of perceived influence, virtual interactivity on consumer purchase intentions through the path of brand image and brand expected value. Frontiers in Psychology, 13, 947916. https://doi.org/10.3389/fpsyg.2022.947916
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). England: Pearson Education Limited.
- Laksmana, I. N. H., Kusuma, I. E. T., & Landra, I. N. (2018). Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali. International Journal of Contemporary Research and Review, 9(03), 20610–20617. https://doi.org/10.15520/ijcrr/2018/9/03/470
- Larissa, I. (2020). Analisa Pengaruh Content Marketing Terhadap Repeat Purchase dengan Customer Value dan Customer Engagement sebagai Variabel Intervening pada Traveloka di Surabaya. Jurnal Strategi Pemasaran, 7(1), 12.
- Mahendra, F. Z., & Nugroho, D. A. (2016). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi. 1–23. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7209.
- Marlie, V. M., & Tunjungsari, H. K. (2024). Pengaruh Visual Social Media Marketing pada Customer Purchase Intention: E-WOM sebagai Mediasi di Industri Skincare. Jurnal Manajerial Dan Kewirausahaan, 6(2), 544–551. https://doi.org/10.24912/jmk.v6i2.29857
- Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence & Planning, 37(4), 386–400. https://doi.org/10.1108/MIP-04-2018-0130
- Nabila, W. K., & Negoro, D. A. (2023). Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z. Jurnal Pendidikan Tambusai, 7(3), 20207–20218. https://doi.org/10.31004/jptam.v7i3.9462
- Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100–112. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.12.031
- Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
- Peter, J. P., & Olson, J. C. (2000). Consumer behavior: Perilaku konsumen dan strategi pemasaran. Jakarta: Erlangga.
- Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551
- So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304–329. https://doi.org/10.1177/1096348012451456
- Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D (Edisi 3). Alfabeta.
- Tien, D. H., Amaya Rivas, A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/https://doi.org/10.1016/j.apmrv.2018.06.003
- Tuan, A., Kumar, A., Dalli, D., & Leeflang, P. S. H. (2020). Brand competition on social media: investigating direct and indirect effects of FGC on sales. Proceedings of the European Marketing Academy, 1–10. https://hdl.handle.net/11585/777030
- Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
- Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460–469. https://doi.org/https://doi.org/10.1016/j.ijpe.2015.08.031
- Willems, H. (2011). Transitioning into a Blueconomy. White Paper Customer Driven Online Engagement, 5(2), 1–18.
- Wirtz, J., Hartley, N., Kunz, W. H., Tarbit, J., & Ford, J. (2021). Corporate digital responsibility at the dawn of the digital service revolution. Available at SSRN 3806235. https://doi.org/10.2139/ssrn.3806235
References
Abdurrahim, & Sangen, M. (2018). Pengaruh Content Marketing, Sales Promotion, Personal Selling, Dan Advertising Terhadap Minat Beli Konsumen Pada Hotel Biuti Di Banjarmasin. Jurnal Sains Manajemen Dan Kewirausahaan (JSMK), 2(1), 42–47. http://ppjp.ulm.ac.id/journal/index.php/jsmk
Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company. Procedia - Social and Behavioral Sciences, 143, 822–826. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.07.483
Aeni, S. R., & Sagir, J. (2022). Pengaruh Cause-Related Marketing Terhadap Customer Engagement Grab Di Kota Mataram Dengan Content Marketing Sebagai Pemoderasi: to determine effect of cause-related marketing on customer engagement, and the role of content marketing as moderating variable. Unram Management Review, 2(2), 144–157. http://urgentrev.unram.ac.id/index.php/Identification/article/view/267.
Amalia, C. D., & Lubis, E. E. (2020). Pengaruh content marketing di Instagram stories@ lcheesefactory terhadap minat beli konsumen. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 7(1), 1–11. https://jnse.ejournal.unri.ac.id/index.php/JOMFSIP/article/view/26433
Andika, M. (2022). Pengaruh Content Marketing dan Brand Ambassador terhadap Keputusan Pembelian pada Marketplace Shopee (Studi Kasus Generasi Z di Kabupaten Maros). Universitas Hasanuddin.
Azzariaputrie, A. N., & Avicenna, F. (2023). Pengaruh Content Marketing TikTok terhadap Customer Engagement (Studi Kuantitatif pada Akun TikTok SilverQueen Selama Masa Campaign Banyak Makna Cinta). Jurnal Netnografi Komunikasi, 1(2), 20–25. https://doi.org/10.59408/netnografi.v1i2.11
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411
Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID). Prologia, 5(1), 191–197. https://doi.org/10.24912/pr.v5i1.10116
Chowdhury, S. N., Faruque, M. O., Sharmin, S., Talukder, T., Al Mahmud, M. A., Dastagir, G., & Akter, S. (2024). The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry. Open Journal of Business and Management, 12(3), 1666–1699. https://doi.org/10.4236/ojbm.2024.123090
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.101966
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.00
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
Durianto, D., & Sugiarto, T. S. (2001). Strategi menaklukkan pasar melalui riset ekuitas dan perilaku merek. Jakarta: Gramedia Pustaka Utama, 56, 58–59.
Evania, S., Listiana, E., Rosnani, T., & Fahruna, Y. (2023). The effect of influencer marketing and content marketing on customer engagement and purchase decisions on followers. Asian Journal of Economics, Business and Accounting, 23(2), 12–20. http://science.researchersasian.com/id/eprint/141
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan disertasi ilmu manajemen. https://digilib.itbwigalumajang.ac.id/index.php?p=show_detail&id=2786
Gambetti, R. C., & Graffigna, G. (2015). Value co-creation between the ‘inside’and the ‘outside’of a company: Insights from a brand community failure. Marketing Theory, 15(2), 155–178. https://doi.org/10.1177/1470593114545
Hansen, D. R., & Mowen, M. M. (2003). Edisi Keempat. Cost Management Accounting and Control. Sounth Western: Thomson Learning.
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.00
Irianto, D. R. (2021). Pengaruh Content Marketing dan Brand Image terhadap minat beli produk mitra Bukalapak: Studi pada konsumen mitra Bukalapak di Kota Malang. Universitas Islam Negeri Maulana Malik Ibrahim. http://etheses.uin-malang.ac.id/30130/
Jia, X., Alvi, A. K., Nadeem, M. A., Akhtar, N., & Zaman, H. M. F. (2022). Impact of perceived influence, virtual interactivity on consumer purchase intentions through the path of brand image and brand expected value. Frontiers in Psychology, 13, 947916. https://doi.org/10.3389/fpsyg.2022.947916
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). England: Pearson Education Limited.
Laksmana, I. N. H., Kusuma, I. E. T., & Landra, I. N. (2018). Effect of Customer Relationship Management on Customer Satisfaction and Loyalty at Pt. Harmoni Permata Gianyar, Bali. International Journal of Contemporary Research and Review, 9(03), 20610–20617. https://doi.org/10.15520/ijcrr/2018/9/03/470
Larissa, I. (2020). Analisa Pengaruh Content Marketing Terhadap Repeat Purchase dengan Customer Value dan Customer Engagement sebagai Variabel Intervening pada Traveloka di Surabaya. Jurnal Strategi Pemasaran, 7(1), 12.
Mahendra, F. Z., & Nugroho, D. A. (2016). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi. 1–23. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7209.
Marlie, V. M., & Tunjungsari, H. K. (2024). Pengaruh Visual Social Media Marketing pada Customer Purchase Intention: E-WOM sebagai Mediasi di Industri Skincare. Jurnal Manajerial Dan Kewirausahaan, 6(2), 544–551. https://doi.org/10.24912/jmk.v6i2.29857
Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence & Planning, 37(4), 386–400. https://doi.org/10.1108/MIP-04-2018-0130
Nabila, W. K., & Negoro, D. A. (2023). Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z. Jurnal Pendidikan Tambusai, 7(3), 20207–20218. https://doi.org/10.31004/jptam.v7i3.9462
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100–112. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.12.031
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Peter, J. P., & Olson, J. C. (2000). Consumer behavior: Perilaku konsumen dan strategi pemasaran. Jakarta: Erlangga.
Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304–329. https://doi.org/10.1177/1096348012451456
Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D (Edisi 3). Alfabeta.
Tien, D. H., Amaya Rivas, A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/https://doi.org/10.1016/j.apmrv.2018.06.003
Tuan, A., Kumar, A., Dalli, D., & Leeflang, P. S. H. (2020). Brand competition on social media: investigating direct and indirect effects of FGC on sales. Proceedings of the European Marketing Academy, 1–10. https://hdl.handle.net/11585/777030
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460–469. https://doi.org/https://doi.org/10.1016/j.ijpe.2015.08.031
Willems, H. (2011). Transitioning into a Blueconomy. White Paper Customer Driven Online Engagement, 5(2), 1–18.
Wirtz, J., Hartley, N., Kunz, W. H., Tarbit, J., & Ford, J. (2021). Corporate digital responsibility at the dawn of the digital service revolution. Available at SSRN 3806235. https://doi.org/10.2139/ssrn.3806235