Analisis Konten Marketing dan Pengalaman Berbelanja Online Terhadap Loyalitas Pelanggan di Mediasi oleh Kepuasan Pelanggan Pada Skincare Wardah Sukabumi
DOI:
https://doi.org/10.61492/cantaka.v4i3.583Keywords:
Content Marketing, Online Shopping Experience, Customer Satisfaction, Customer Loyalty, SEMAbstract
This study aims to analyze the influence of content marketing and online shopping experiences on customer loyalty—mediated by customer satisfaction—among consumers of Wardah skincare products in Sukabumi City. The study employs a quantitative approach using a survey method. The research population consists of Wardah consumers who have purchased products online and have been exposed to Wardah's marketing content. The sample was selected using a purposive sampling technique. Data were collected via Likert-scale questionnaires and analyzed using Structural Equation Modeling (SEM). The variables examined include content marketing, online shopping experience, customer satisfaction, and customer loyalty. The findings are expected to elucidate the direct and indirect relationships between these variables and provide recommendations for the company to enhance its digital marketing strategies, thereby boosting customer satisfaction and loyalty.
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