Abstract
This study aims to analyze and examine the effect of content marketing and brand performance on repeat purchases with customer engagement as an intervening variable on consumers of Uniqlo brand clothing products. With content marketing that is interesting, relevant and understands the target market, as well as a strong brand performance in occupying a brand position in the market, it will create an attachment for consumers in terms of brand awareness so that consumers will make repeat purchases. The method used is multiple regression analysis. Data were collected using a questionnaire. The sample in this study was taken as many as 100 respondents with an age of more than or equal to 17 years who had purchased Uniqlo brand fashion products. The results of this study indicate that content marketing has a positive and significant effect on customer engagement, brand performance has a positive and significant effect on customer engagement, content marketing has a positive and significant effect on repeat purchases, brand performance has a positive and significant effect on repeat purchases, customer engagement has a positive and significant impact on repeat purchases. significant to repeat purchases
Highlights
−This study aims to analyze and examine the effect of content marketing and brand performance on repeat purchases with customer engagement as an intervening variable on consumers of Uniqlo brand clothing products
The results of this study indicate that content marketing has a positive and significant effect on customer engagement, brand performance has a positive and significant effect on customer engagement, content marketing has a positive and significant effect on repeat purchases, brand performance has a positive and significant effect on repeat purchases, customer engagement has a positive and significant impact on repeat purchases. significant to repeat purchases
Customer engagement (Z) berpengaruh positif dan signifikan terhadap repeat purchase(Y), dibuktikan dengan nilai koefisien Beta sebesar 0,281 atau sebesar 28,1% dan nilai probabilitas 0,009 (p
Summary
Teknologi informasi dan internet yang semakin berkembang saat ini membuat ketergantungan dari masyarakat dalam hampir semua dimensi kehidupannya antara lain dengan adanya media sosial, berita online, dan juga informasi untuk belanja atau membeli pakaian secara online.Perkembangan itu terbukti dengan adanya peningkatan pengguna internet dari waktu ke waktu, seolah tanpa internet maka kehidupan akan terhenti. Konsumen yang terlibat dalam content marketingadalah penting bagi produsen karena hal tersebut dapat menciptakan keyakinan konsumen akan suatu produk sehingga akan menghasilkan tindakan konsumen yang positif seperti adanya keputusan pembelian bahkan kemudian terjadinya pembelian ulang atau repeat repurchase.(Dharmayanti & Juventino, 2020)Konsumen akan tertarik dan rela membayar lebih untuk suatu merek apabila secara emosional telah mempunyai ikatan terhadap merek tersebut. Customer engagement juga memberikan pengaruh yang besar untuk meningkatkan repeat purchase dengan biaya minimal serta dapat menjangkau konsumen yang menjadi target pasar suatu perusahaan atau brand (Sanjaya, 2020). Selain itu merek Uniqlo juga sudah dikenal luas oleh konsumen sehingga telah mempunyai pangsa pasar tersendiri yang sudah lama menggunakan merek ini. Oleh karenanya perusahaan harus menciptakan kepercayaan kepada merek agar dapat melebihi ekspektasi konsumen sehingga menimbulkan sikap positif dan mempunyai keinginan untuk menggunakan kembali merek yang sama
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