PENGARUH IMPLEMENTASI STRATEGI CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT DI ERA DIGITAL MARKETING (Studi Kasus Pemasaran Omni Channel Pada PT. Guardia Teknologi Indonesia/Jubelio)

HAYFA IZZAT FARIHA, . (2020) PENGARUH IMPLEMENTASI STRATEGI CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT DI ERA DIGITAL MARKETING (Studi Kasus Pemasaran Omni Channel Pada PT. Guardia Teknologi Indonesia/Jubelio). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Hayfa Izzat Fariha, 2020; Pengaruh Implementasi Strategi Content Marketing Terhadap Customer Engagement di Era Digital Marketing (Studi Kasus Pemasaran Omni-Channel Pada PT. Guardia Teknologi Indonesia/Jubelio). Karya Ilmiah, Jakarta: Program Studi DIII Manajemen Pemasaran, Fakultas Ekonomi, Universitas Negeri Jakarta. Dosen Pembimbing: Dr. Christian Wiradendi Wolor, SE., MM. Karya ilmiah ini bertujuan untuk mengetahui: 1) Deskripsi Content Marketing. 2) Deskripsi Customer Engagement. 3) Pengaruh Implementasi Strategi Content Marketing Terhadap Customer Engagement Jubelio dalam memasarkan produk omni-channel mereka di era digital marketing ini. Metode pengumpulan data dengan menggunakan metode survei dengan menggunakan kuesioner yang disebarkan secara online, serta mewawancarai pihak marketing Jubelio untuk mendapatkan data atau informasi terkait penelitian. Sampel yang diambil adalah sebanyak 100 Responden. Subjek penelitian adalah Pengguna/Pemakai Jubelio yang pernah melihat/membaca/menonton konten milik Jubelio pada berbagai platform daring, seperti Website Jubelio, Facebook, Instagram, dan Linkedin. Metode analisis data menggunakan analisis statistik deskriptif dan analisis regresi linear sederhana, menggunakan SPSS Versi 20 untuk mengolah data hasil penelitian. Hasil penelitian menunjukkan bahwa content marketing berpengaruh pada customer engagement pemakai/pengguna Jubelio. Dalam Koefisien Determinasi (R2) content marketing mempengaruhi customer engagement sebesar 61,9% dan 38,1% nya dipengaruhi oleh variabel lain nya. Kata Kunci: Content Marketing, Customer Engagement, PT. Guardia Teknologi Indonesia, Jubelio ABSTRACT Hayfa Izzat Fariha, 2020; The Effect of Implementation of Content Marketing Strategy on Customer Engagement in the Era of Digital Marketing (Case Study of Omni-Channel Marketing at PT. Guardia Teknologi Indonesia / Jubelio). Scientific Work, Jakarta: DIII Study Program in Marketing Management, Faculty of Economics, Jakarta State University. Supervisor: Dr. Christian Wiradendi Wolor, SE., MM. This scientific work aims to find out: 1) Description of Content Marketing. 2) Description of Customer Engagement. 3) The Effect of Implementation of Content Marketing Strategy on Jubelio Customer Engagement in marketing their omni-channel products in this digital marketing era. Data collection methods using survey methods using a questionnaire distributed online, and interviewed the marketing Jubelio to get data or information related to research. Samples taken were 100 respondents. The research subjects are Jubelio Users / Users who have seen / read / watched Jubelio's content on various online platforms, such as the Jubelio Website, Facebook, Instagram, and Linkedin. The data analysis method uses descriptive statistical analysis and simple linear regression analysis, using SPSS Version 20 to process the research data. The results showed that content marketing had an effect on customer engagement for Jubelio users. In the Determination Coefficient (R2) content marketing affects customer engagement by 61.9% and 38.1% is influenced by other variables. Keywords: Content Marketing, Customer Engagement, PT. Guardia Teknologi Indonesia, Jubelio

Item Type:	Thesis (Diploma)
Additional Information:	Dr. Christian Wiradendi Wolor, SE., MM ;
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D III Manajemen Pemasaran
Depositing User:	Users 5962 not found.
Date Deposited:	13 Sep 2020 09:43
Last Modified:	13 Sep 2020 09:43
URI:	http://repository.unj.ac.id/id/eprint/10803

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