Pengaruh Content Marketing terhadap Customer Retention yang Dimediasi oleh Customer Engagement pada Konsumen Produk Mie Sedaap di Kota Surabaya

Hasyim, Alwi Fu'ad (2025) Pengaruh Content Marketing terhadap Customer Retention yang Dimediasi oleh Customer Engagement pada Konsumen Produk Mie Sedaap di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The transformation to digital marketing has brought significant changes in the competition of the instant noodle industry in Indonesia. The emergence of new brands that have succeeded in attracting attention through content marketing strategies is a challenge for Mie Sedaap to retain its customers, so it is necessary to make appropriate adaptations. This study aims to analyze the effect of content marketing (X) on customer retention (Y) with customer engagement (M) as a mediating variable. The method used is Structural Equation Modeling - Partial Least Square (SEM-PLS) with the help of the WarpPLS 8.0 program. Primary data were obtained from 130 respondents through distributing questionnaires taken with non-probability sampling technique, namely purposive sampling. The results showed that the direct effect of X on Y was 57.4%, X on M was 71.4%, and the effect of M on Y was 21.7%. Meanwhile, the indirect effect on X, Y, and M amounted to 15.5%, indicating that the variable acts as a mediator. In conclusion, all variables have a positive and significant influence. Therefore, the content marketing strategy needs to be optimized in order to increase customer engagement and loyalty to the Mie Sedaap brand.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Winarno, Sri Tjondro	NIDN0011025908	sritjondro_w@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIDN0012089202	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries
S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Alwi Fu'ad Hasyim

Date Deposited:

28 Jul 2025 01:17

Last Modified:

28 Jul 2025 01:17

URI:

https://repository.upnjatim.ac.id/id/eprint/40598