Ningrum, Marcella Putri Widya (2026) Peran Content Marketing dan User Generated Content (UGC) melalui Green Marketing sebagai variabel mediasi terhadap Customer Engagement Instagram Biotalk.id. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Social media has fundamentally reshaped how consumers discover and interact with beauty brands, making digital content strategy a decisive competitive factor particularly for local skincare brands operating in Indonesia's rapidly growing cosmetics market. This study examines how Content Marketing and user-generated content (UGC) influence customer engagement on Instagram, with Green Marketing as a mediating variable. Using a quantitative method, purposive sampling and Partial Least Squares Structural Equation Modelling (PLS-SEM). Data were collected from 150 followers of Instagram biotalk.id, an Indonesian natural skincare brand. Findings confirm that both Content Marketing (β = 0.511, p < 0.001) and UGC (β = 0.302, p < 0.01) significantly enhance Green Marketing perceptions; Green Marketing in turn significantly increases customer engagement (β = 0.282, p < 0.01). Content Marketing and UGC also exert direct positive effects on customer engagement. Green Marketing partially mediates the relationship between Content Marketing and customer engagement (β = 0.144, p < 0.05), but does not significantly mediate the UGC–engagement path., suggesting peer content drives engagement through authenticity and trust.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Marcella Putri Widya Ningrum | ||||||||
| Date Deposited: | 08 Jul 2026 07:40 | ||||||||
| Last Modified: | 08 Jul 2026 07:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54872 |
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