How Content Marketing Influence Purchase Decision Through Customer Engagement As A Mediating Variable: Study On Local Coffee Shops In Purwokerto Area

Aubrey Zuardi, Tiladela Luhita, Monica Rosiana, Hasan Fauzi

Abstract


This study aims to analyze the mediating role of Customer Engagement in the influence of Content Marketing on Purchase Decisions. In this study, the sample used was 118 respondents who were customers of local coffee shops in Purwokerto. This research is a type of survey research with a quantitative approach and the sampling method uses non-probability sampling with a purposive sampling technique. Based on the results of research conducted using Simple Linear Regression techniques processed with IBM SPSS 24 software, the results showed that: (1) Content marketing has a significant positive effect on purchasing decisions; (2) Content marketing has a significant positive effect on customer engagement; (3) Customer engagement has a significant positive effect on purchasing decisions; (4) Customer engagement mediates the relationship between content marketing and purchasing decisions. Based on these results, coffee shops in Purwokerto need to pay attention to efficient and inclusive content marketing through social media. Content marketing carried out must be done through social media that is relevant and popularly used by the public such as Instagram and Tik-Tok so that coffee shops can optimally increase customer engagement which will have an impact on increasing purchasing decisions so that coffee shops' turnover can increase properly.

Keywords: Costumer Engagement, Content Marketing, Purchase Decisions, Coffee Shops.

 


Full Text:

PDF

References


Abiyyuansyah, F. (2019). Abiyyuansyah, Fachrizal. Analisis Implementasi Strategi Content Marketing Dalam Meningkatkan Customer Engagement (Studi pada Strategi Content Marketing Amstirdam Coffee Malang). In Doctoral Dissertation, Univesitas Brawijaya. repository.ub.ac.id. http://repository.ub.ac.id/172695/

Alexander, M., & Jaakkola, E. (2015). Customer engagement behaviours and value co-creation. Customer Engagement: Contemporary Issues and Challenges, 3–20. https://doi.org/10.4324/9781315725185-9

Algharabat, R., Rana, N. P., Alalwan, A. A., & ... (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and …. https://www.sciencedirect.com/science/article/pii/S0969698918308816

Amilia, S. (2017). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian handphone merek xiaomi di kota langsa. Jurnal Manajemen Dan Keuangan. https://ejurnalunsam.id/index.php/jmk/article/view/213

Annur, C. M. (2024, March 1). Ini Media Sosial Paling Banyak Digunakan di Indonesia Awal 2024. https://databoks.katadata.co.id/datapublish/2024/03/01/ini-media-sosial-paling-banyak-digunakan-di-indonesia-awal-2024#:~:text=Secara keseluruhan%2C We Are Social,9%25 dari total populasi nasional.

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administrative Insight, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896

APJIII. (2024, February 7). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang

Ardiyansyah, R., & Febrianti, R. A. M. (2022). Understanding the driver of customer purchase decision: The role of customer engagement and brand attachment in Batik Products. Fair Value: Jurnal Ilmiah …. http://journal.ikopin.ac.id/index.php/fairvalue/article/view/2657

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. books.google.com. https://books.google.com/books?hl=en&lr=&id=UKyaBQAAQBAJ&oi=fnd&pg=PP1&dq=armstrong+g+adam+s+denize+s+kotler+p+2014++principles+of+marketing+pearson+australia&ots=RZodYLS7aA&sig=ckhM0nBZfuPQCvQyLuty4jercwo

Ayele, M. (2021). Effect of Content Marketing on Brand Loyalty Mediated by Consumer Online Engagement: the Case of Hewlett Packard Company in Ethiopia (Issue June). repository.smuc.edu.et. http://repository.smuc.edu.et/bitstream/123456789/6169/1/Final Thesis -Mesfin Ayele.pdf c

Aziz, I. M. Al, Fauziyah, A., & ... (2022). The Influence of Content Marketing Instagram on Consumer Purchase Decisions (Study at Almeera Atelier). A Social Science and …. https://ejournal.upi.edu/index.php/asset/article/view/46929/0

Azizah, D. U., & Elok Fitriani Rafikasari. (2022). Pengaruh Content Marketing Dan Social Media Marketing Instagram Terhadap Minat Beli Konsumen @Souvenirmurah_Ta Di Masa Pandemi. Juremi: Jurnal Riset Ekonomi, 2(1), 135–146. https://doi.org/10.53625/juremi.v2i1.2418

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social …. https://psycnet.apa.org/record/1987-13085-001

Bibi, S., Hameed, W. U. I., Anwer, B., Saleem, M., & ... (2021). Customer Engagement: Theoretical Framework, Reviewing, and Cataloguing. … , and Analytics for …. https://www.igi-global.com/chapter/customer-engagement/273287

Bilal, M., Jianqu, Z., & Ming, J. (2021). How consumer brand engagement effect on purchase intention? The role of social media elements. In Journal of Business Strategy Finance and …. jbsfm.org. https://www.jbsfm.org/pdf/vol2no1/JBSFM_Vol2_No1_p_44-55.pdf

BPS Kabupaten Banyumas. (2023, November 14). Population by Subdistrict and Sex in Banyumas Regency.

Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID). In Prologia. pdfs.semanticscholar.org. https://pdfs.semanticscholar.org/0888/01fa94f93b506ed6df62a6a5d6fb6097bf3b.pdf

Chandra, G. A. (2019). Pengaruh Karakteristik Produk Terhadap Pembelian Impulsif Pada Generasi Z Yang Dimoderatori Oleh Gender (bachelor thesis). Fakultas Ekonomi. Universitas Negeri Yogyakarta. Yogyakarta

Chen, J., Teng, L., Yu, Y., & Yu, X. (2016). The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence. Journal of Business Research, 69(2), 467–475. https://doi.org/10.1016/j.jbusres.2015.05.003

Chen, X., Sun, X., Yan, D., & Wen, D. (2020). Perceived sustainability and customer engagement in the online shopping environment: The rational and emotional perspectives. In Sustainability. mdpi.com. https://www.mdpi.com/2071-1050/12/7/2674

Cheung, C. M. K., Shen, X. L., Lee, Z. W. Y., & Chan, T. K. H. (2015). Promoting sales of online games through customer engagement. … Commerce Research and …. https://www.sciencedirect.com/science/article/pii/S1567422315000125

Christofide, M. (2023). Antecedents and outcomes of a strategic digital marketing approach. etheses.whiterose.ac.uk. https://etheses.whiterose.ac.uk/32762/

Chusna, A., Mutahir, A., & Taufiqurrohman, M. (2021). Revisiting Coffee Shops as Public Space in Purwokerto. Jurnal Antropologi: Isu-Isu Sosial Budaya, 23(2), 157. https://doi.org/10.25077/jantro.v23.n2.p157-164.2021

Comunicaffe International. (2024). Coffee spending in Indonesia to grow by 8.2% per year to US$2.2b in 2024. https://www.comunicaffe.com/coffee-spending-in-indonesia-to-grow-by-8-2-per-year-to-us2-2b-in-2024/

Content Marketing Institute. (2017). What Is Content Marketing? http://contentmarketinginstitute.com/what-is-content-marketing/

Coursaris, C. K., Osch, W. Van, & Balogh, B. A. (2016). Informing brand messaging strategies via social media analytics. Online Information Review. https://doi.org/10.1108/OIR-02-2015-0062

Dewi Oktavia Putri, Rahayu Puji Suci, & Mulyono. (2022). Peranan Consumer Engagement Sebagai Variabel Mediasi Atas Pengaruh Content Marketing Terhadap Keputusan Pembelian Online Di Era Digital Marketing (Studi Pada Konsumen Brand Fashion Realizm87). Bulletin of Management and Business, 3(1), 284–293. https://doi.org/10.31328/bmb.v3i1.203

Esteban, O. O. (2019). The rise of social media. In Our World in Data, September. https://ourworldindata.org/rise-of-social-media

Evania, S., Listiana, E., Wendy, ., Rosnani, T., & Fahruna, Y. (2023). The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers. In Asian Journal of Economics, Business and Accounting (pp. 12–20). academia.edu. https://doi.org/10.9734/ajeba/2023/v23i2917

Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal Ekonomi, Keuangan …. https://eprints.untirta.ac.id/id/eprint/6920

Faiqoh, N., Ambarwati, L., Setyawati, S. M., & Novandari, W. (2023). The Influence of Customer Engagement as a Mediating Variable in the Causal Relationship between Content Marketing and Purchase Intention on the TikTok Platform. Proceeding of …, January, 1–11. http://jp.feb.unsoed.ac.id/index.php/sca-1/article/view/3837

Ghozali, I. (2005). Aplikasi analisis multivariate dengan SPSS. In Semarang: Badan Penerbit UNDIP.

Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management. https://www.sciencedirect.com/science/article/pii/S0261517716301753

Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-06-2018-0082

Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003

Hosseini, E. H., Fard, R. S., & Zadeh, A. H. (2022). Identifying the Antecedents and Consequences of Digital Content Marketing Using the Grounded Theory Model. sid.ir. https://www.sid.ir/fileserver/jf/380-266988-fa-1097573.pdf

Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). … Purchasing Decisions in Small and Medium Enterprises on Social Media. Al-KALAM JOURNAL OF COMMUNICATION, BUSINESS, AND MANAGEMENT ….

Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., & ... (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory. International Journal of …. https://doi.org/10.1108/IJBM-12-2019-0460

Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management. https://www.sciencedirect.com/science/article/pii/S0019850115300018

Jonsson, E., Källström, P., & Wallander, E. (2019). Why do we purchase from e-retailers? : An explanatory study of the e-loyalty antecedents impact on consumers purchase intentions on the e-commerce market. In Bachelor’s Thesis, Linnaeus University, Växjö, Sweden. diva-portal.org. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1324871

Joshi, A., Kale, S., Chandel, S., & ... (2015). Likert scale: Explored and explained. British Journal of …. http://research.sdpublishers.net/id/eprint/2464/

Karr, D. (2016). How to map your content to unpredictable customer journeys. In San Francisco: Meltwater.

Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management Decision. https://doi.org/10.1108/MD-10-2015-0450

Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program? Journal of Advertising. https://doi.org/10.1080/00913367.2016.1204967

Keller, K. L., & Kotler, P. (2016). Marketing management. 15. ed., global ed. In Harlow: Pearson.

Kemp, S. (2023). DIGITAL 2023: GLOBAL OVERVIEW REPORT. https://datareportal.com/reports/digital-2023-global-overview-report

Koers, T. M. (2021). Customer Acquisition in rural Norway-An in-depth exploration of how to acquire customers in the middle of Norway. uis.brage.unit.no. https://uis.brage.unit.no/uis-xmlui/handle/11250/2784211

Kotler, P. (2017). Marketing Management, (P. Kotler &KL Keller (eds.). Pearson. https://doi. org/10.4236/ait.

Kotler, P., & Keller, evin L. (2016). Marketing Management, 15th Global Edition, Pearson Education,Inc. In Pearson Education Limited. Obtido de https://app. luminpdf. com ….

Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. In Asia Pacific Management Review. Elsevier. https://www.sciencedirect.com/science/article/pii/S1029313215301780

Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons. https://www.sciencedirect.com/science/article/pii/S0007681317300290

Litmanen, H. C., & Sari, W. P. (2021). Analisis Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Instagram@ bloomcoffeejkt). In Prologia. pdfs.semanticscholar.org. https://pdfs.semanticscholar.org/7b2e/81a083111f975459e3dce1bd4cb6786ff039.pdf

Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3), 376–402. https://doi.org/10.1080/02650487.2020.1788311

Mahandy, S. R., & Sanawiri, B. (2018). The Effect of Customer Engagement on Brand Trust (Survey on Instagram Social Media Followers@ strudelmalang). In Journal of Administrative Business (JAB).

Mahendra, F. Z. (2021). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi (Studi Pada Akun Instagram …. Jurnal Ilmiah Mahasiswa FEB. https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/7209

Manzoor, A. (2023). Antecedents to Following Brands on Facebook and Instagram with Moderating Role of User Experience. FIIB Business Review. https://doi.org/10.1177/23197145221151010

Marpaung, N. N. (2022). The Influence of The Marketing Mix on Buying Decision (Study on Rb Collection Pasar Baru Bekasi). International Journal of Education, Information Technology and Others (IJEIT), 5(2), 166–176. http://jurnal.peneliti.net/index.php/IJEIT/article/view/1530

Mathewson, J., & Moran, M. (2016). Outside-in marketing: Using big data to guide your content marketing. books.google.com. https://books.google.com/books?hl=en&lr=&id=-nTlCwAAQBAJ&oi=fnd&pg=PT16&dq=%22mathewson+james%22+outside+in+marketing+using+big+data+to+guide+your+content+marketing+1st+edition&ots=KYwUVjVk5b&sig=haesoptDNPGGE7cmUCU3We4ub68

Meilano, Y., & Hidayat, R. (2020). Analysis of the Effect of Customer Engagement and Brand Trust on Purchase Decisions on Skind Aesthetic Products. E-Proceeding of Applied Science, 6(2), 886–893.

Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence &Planning. https://doi.org/10.1108/MIP-04-2018-0130

Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Dissatisfaction, Disconfirmation, and Distrust: an Empirical Examination of Value Co-Destruction through Negative Electronic Word-of-Mouth (eWOM). Information Systems Frontiers, 22(1), 113–130. https://doi.org/10.1007/s10796-018-9849-4

Ningsih, L. A. (2022). Strategi Content Marketing dalam Membangun Customer Engagement. Benchmark. http://journal.febubhara-sby.org/benchmark/article/view/283

Nugraha, R., Komalasari, F., & Dethionia, S. (2018). CUSTOMER PERCEPTION ON PRUlink PRODUCT PURCHASE DECISION: A CASE OF GREATER JAKARTA AREA. Jurnal Manajemen Indonesia, 18(2), 126. https://doi.org/10.25124/jmi.v18i2.1392

Pandey, S., & Srivastava, D. S. (2016). Antecedents of Customer Purchase Intention. In IOSR Journal of Business and Management (Vol. 18, Issue 10, pp. 55–82). cir.nii.ac.jp. https://doi.org/10.9790/487x-1810035582

Prabowo, H., Senowarsito, S., Prabowo, A. B., & ... (2022). Pembuatan Konten Marketing Produk Bumdes Untuk Peningkatkan Minat Dan Keputusan Pembelian. Jurnal Pengabdian …. https://bajangjournal.com/index.php/JPM/article/view/1991

Puspitasari, N. B., WP, S. N., Amyhorsea, D. N., & ... (2018). Consumer’s buying decision-making process in E-commerce. E3S Web of …. https://www.e3s-conferences.org/articles/e3sconf/abs/2018/06/e3sconf_icenis2018_11003/e3sconf_icenis2018_11003.html

Rahman, M. K. A., & AkhmadSaufi, D. (n.d.). The Influence of Electronic Word of Mouth and Content Marketing of Property Companies on Housing Purchase Intentionin West Lombok Regency with …. In ajhssr.com. https://www.ajhssr.com/wp-content/uploads/2024/01/R24801153166.pdf

Rahman, W. N. A. (2022). Consumer Engagement With Visual Content on Instagram: Impact of Different Features of Posts by Prominent Brands. International Journal of E-Services and Mobile Applications, 14(1). https://doi.org/10.4018/IJESMA.295960

Rahme, A. (2023, January 23). Customer Engagement Behavior: How Can Effective Customer Engagement Influence Consumer Behavior? https://montymobile.com/customer-engagement-behavior-how-can-effective-customer-engagement-influence-consumer-behavior/

Razmus, W. (2021). Consumer brand engagement beyond the “likes.” In Frontiers in Psychology. frontiersin.org. https://doi.org/10.3389/fpsyg.2021.692000

Robiady, N. D., Windasari, N. A., & Nita, A. (2021). Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance. International Journal of Research in …. https://www.sciencedirect.com/science/article/pii/S0167811620300288

Rosadi, B., Azhari, S. Z., & Saraswati, J. K. (2023). Understanding the Driver of Customer Purchase Decision: The Role of Customer Engagement and Brand Attachment. Res Militaris, 13(1), 1–9. https://doi.org/10.30741/adv.v6i1.835

Roscoe, A. M., Lang, D., & Sheth, J. N. (1975). Follow-up Methods, Questionnaire Length, and Market Differences in Mail Surveys: In this experimental test, a telephone reminder produced the best response rate …. Journal of Marketing. https://doi.org/10.1177/002224297503900205

Sania, A. P., & Aulia, P. (2021). Pengaruh Konten Pemasaran Instagram @Tumbas.origine terhadap Keputusan Pembelian pada Tahun 2020. Jurnal MEBIS (Manajemen Dan Bisnis), 6(2), 85–93. https://doi.org/10.33005/mebis.v6i2.221

Savitha, R., & Roopa, J. (2023). A Study on Effect of Content Marketing on Customer Engagement with Respect To NIKE. Journal of Survey in Fisheries …. http://sifisheriessciences.com/journal/index.php/journal/article/view/1339

Soh, C. Q. Y., Rezaei, S., & Gu, M. L. (2017). A structural model of the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Young Consumers, 18(2), 180–204. https://doi.org/10.1108/YC-12-2016-00654

Sholihah, I. A. (2020). Pengaruh Suasana Cafe dan Kualitas Layanan Terhadap Kepuasan Konsumen di Merdeka Cafe Nganjuk. Jurnal Pendidikan Tata Niaga, 8(1), 750–756.

Strauss, J. (2016). E-marketing. In E-marketing. taylorfrancis.com. https://doi.org/10.4324/9781315506531

Sudarsono. (2020). Pengaruh Big Data, Content Marketing, Artificial Neural Networks Terhadap Minat Beli Dan Keputusan Pembelian Secara Online di Indonesia. Senorita, 1(1), 286–299. https://seminar.unmer.ac.id/index.php/senorita/SENORITA/paper/view/538

Sugiyono, P. D. (2009). Metode Penelitian Kuantitatif Kualitatif dan R&D, Bandung: CV. Alvabeta.

Sugiyono, P. D. (2018). Quantitative, qualitative, and R&D research methods. In Bandung:(ALFABETA, Ed.).

Sukma, A. S., Sumarwan, I. U., & Najib, M. S. T. (2022). The Effects of Events, Brand Awareness, Customer Enaggement on Purchasing Decisions: A Literature Review. In Accounting, Organization and Economics.

Suliyanto, D. (2011). Ekonometrika terapan: teori dan aplikasi dengan SPSS. In Penerbit Andi: Yogyakarta.

Suliyanto, P., & MM, P. D. (2018). Metode Penelitian Bisnis untuk Skripsi. Tesis & Disertasi. Yogyakarta: Andi ….

Susanto. (2023, October 1). Ini 504 Kafe dan Resto, Warung Makan, Minum Tempat Medang, Madhang, Jagongan di Kota Purwokerto dan Sekitarnya.

Tandahijau. (2020). Mengapa Banyak Orang Menggunakan Instagram ? (n.d.). Retrieved June 25, 2024, from https://tandahijau.com/mengapa-banyak-orang-menggunakan-instagram/

VWO. (2020). Customer Engagement Analytics & Customer Engagement Metrics? – How to Measure?

Wiggins, C. (2020). Content Marketing: An Action Research Approach to Developing a Customer Engagement Strategy. search.proquest.com. https://search.proquest.com/openview/a3dc2f512a075572a1de12225afa7bec/1?pq-origsite=gscholar&cbl=18750&diss=y

Wydyanto, W., & Ilhamalimy, R. R. (2021). Determination of Purchasing Decisions and Customer Satisfaction: Analysis of Service Quality and Product Quality (Marketing Management Literature Review). … Journal of Education Management …. https://dinastipub.org/DIJEMSS/article/view/822

Xie, Q., & Lou, C. (2020). Curating Luxe experiences online? Explicating the mechanisms of luxury content marketing in cultivating brand loyalty. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2020.1811177

Yodi, H. P., Widyastuti, S., & Noor, L. S. (2020). The effects of content and influencer marketing on purchasing decisions of fashion erigo company. Dinasti International Journal of …. https://dinastipub.org/DIJEFA/article/view/309

Zanatunnisa, A., Arisman, A., & Barlian, B. (2023). The Effect of Content Marketing and Electronic Word of Mouth (e-wom) on Purchasing Decisions of the Tasikmalaya Regency Transportation Office (Survey of …. Journal of Indonesian …. https://www.penerbitadm.com/index.php/JIM/article/view/1409%0Ahttps://www.penerbitadm.com/index.php/JIM/article/download/1409/1819

Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. In Journal of Retailing and Consumer Services. Elsevier. https://www.sciencedirect.com/science/article/pii/S096969892200108


Refbacks

  • There are currently no refbacks.