Pengaruh Content Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Intervening

Abstract

A business can survive if the company seeks to establish customer retention. Customer retention can be affected by content marketing and customer engagement. Based on this, the formulation of the research problem is how the influence of content marketing and customer engagement on customer retention and the role of customer engagement mediating the effect of content marketing on customer retention. The number of samples taken as many as 165 Shopee consumers who live in Denpasar City. The strategy utilized is non-likelihood examining with purposive inspecting method. The information investigation procedures utilized are validity test, reliability test, path analysis and Sobel test. Suggestions that can be given by researchers are Shopee improving the quality of content marketing, paying attention to the moral message contained in the content, games that make customers know more about Shopee and minimizing bugs in the application.