FARIHA, HAYFA IZZAT (2020) PENGARUH IMPLEMENTASI STRATEGI CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT DI ERA DIGITAL MARKETING (Studi Kasus Pemasaran Omni Channel Pada PT. Guardia Teknologi Indonesia/ Jubelio). D3 thesis, Universitas Negeri Jakarta.
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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 (D3) |
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| Additional Information: | Pembimbing : Dr. Christian Wiradendi Wolor, SE., MM |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising) |
| Divisions: | Fakultas Ekonomi > D3 Manajemen Pemasaran |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 30 Sep 2020 01:23 |
| Last Modified: | 30 Sep 2020 01:23 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/9215 |
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