ANALISIS CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DAN KEPUTUSAN PEMBELIAN PADA PROMO MERCHANT DI WEBSITE BNI EXPERIENCE

ALFIN NURFADHILAH RAMLI, . (2025) ANALISIS CONTENT MARKETING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DAN KEPUTUSAN PEMBELIAN PADA PROMO MERCHANT DI WEBSITE BNI EXPERIENCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap customer engagement dan keputusan pembelian pada promo merchant di website BNI Experience. Penelitian ini menggunakan pendekatan mixed method dengan teknik triangulasi metode untuk memberikan pemahaman yang lebih komprehensif terhadap fenomena yang dikaji. Data kuantitatif diperoleh dari 250 responden yang dipilih dengan teknik purposive sampling berdasarkan kriteria tertentu, sedangkan data kualitatif diperoleh melalui wawancara mendalam dengan dua informan kunci dari internal BNI yang terlibat dalam pengelolaan strategi konten. Analisis kuantitatif menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap customer engagement dan keputusan pembelian. Selain itu, customer engagement juga terbukti menjadi variabel mediasi yang signifikan dalam hubungan antara content marketing dan keputusan pembelian. Analisis kualitatif melalui pendekatan tematik mendukung hasil kuantitatif, yang menunjukkan bahwa konten yang relevan, informatif, mudah dipahami, mudah ditemukan, bernilai, dan konsisten mampu membangun keterlibatan emosional dan mendorong keputusan pembelian konsumen. Hasil ini menunjukkan bahwa strategi content marketing yang efektif tidak hanya memperkuat hubungan dengan nasabah, tetapi juga mendorong konversi melalui interaksi digital yang lebih bermakna. Penelitian ini memberikan kontribusi terhadap pengembangan ilmu pemasaran digital, khususnya dalam konteks perbankan.*****This study aims to analyze the influence of content marketing on customer engagement and purchase decisions regarding promo merchants featured on the BNI Experience website. The research employs a mixed-method approach using methodological triangulation to obtain a more comprehensive understanding of the studied phenomenon. Quantitative data were collected from 250 respondents selected through purposive sampling based on specific criteria, while qualitative data were obtained through in-depth interviews with two key informants from BNI who are directly involved in content strategy management. The quantitative analysis, using Structural Equation Modeling (SEM) with Partial Least Square (PLS), indicates that content marketing has a positive and significant effect on both customer engagement and purchase decisions. Furthermore, customer engagement is proven to be a significant mediating variable in the relationship between content marketing and purchase decisions. The qualitative analysis, through thematic interpretation, supports the quantitative findings by showing that content that is relevant, informative, easy to understand, easy to find, valuable, and consistent can build emotional engagement and drive customer purchase decisions. These findings suggest that an effective content marketing strategy not only strengthens customer relationships but also encourages conversion through more meaningful digital interactions. This research contributes to the development of digital marketing knowledge, particularly in the banking sector.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus.Sys. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Alfin Nurfadhilah Ramli .
Date Deposited:	06 Aug 2025 08:04
Last Modified:	06 Aug 2025 08:04
URI:	http://repository.unj.ac.id/id/eprint/58359

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