Content Marketing dan Electronic Word of Mouth Instagram untuk Customer Retention Melalui Brand Awareness pada Katering Jatiroso

Sa'diyah, Khikmatus (2025) Content Marketing dan Electronic Word of Mouth Instagram untuk Customer Retention Melalui Brand Awareness pada Katering Jatiroso. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Jatiroso Catering implements content marketing and electronic word of mouth as its marketing strategies. This research aims to analyze the effect of content marketing (X1) and electronic word of mouth on customer retention (Y) mediated by brand awareness (Z) at Jatiroso Catering. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS) using the Smart PLS 4 program. Data collection was conducted through a questionnaire using Google Forms to 98 respondents selected through non-probability sampling techniques, namely purposive and voluntary sampling. The research results showed that the path coefficient values for the direct influence of X1 on Y, X1 on Z, X2 on Y, X2 on Z, and Z on Y were positive and significant, meaning that these variables could influence customer retention. For the influence of X1 on Y mediated by Z, it was positive and significant at 14%. Meanwhile, the effect of X2 on Y mediated by Z has a positive but insignificant effect. Thus, the content marketing strategy implemented by Jatiroso catering not only directly increases customer retention but also through increased brand awareness. Meanwhile, electronic word of mouth also contributes positively to customer retention and brand awareness, but the mediation of brand awareness in this relationship is not significant.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIDN0714116201	mubarokah@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIP20219920812235	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Khikmatus Sa'diyah Sa'diyah

Date Deposited:

19 Sep 2025 02:36

Last Modified:

19 Sep 2025 02:36

URI:

https://repository.upnjatim.ac.id/id/eprint/43817