Paskalianti, Fransiska Alvina (2025) Peranan customer engagement dalam memediasi content marketing dan perceived value terhadap behavioral intention pada pelanggan brand fashion / Fransiska Alvina Paskalianti</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
p The purpose of study is to determine and analyze by influence of content marketing perceived value and behavioral intention through customer engagement. This research use a quantitative methods with a population of Maternal Disaster Instagram followers who are involved with content such as seeing hearing and reading content and who have and want to buy Maternal Disaster products in the future the sample in this research is 271 respondents. The statistical analysis method in this study uses Structural Equation Modeling - Partial Least Square (SEM-PLS) supported by SmartPLS 4.0 software. The finding of this study indicate show that content marketing perceived value and customer engagement all have positive and significant influence on behavioral intention and content marketing and perceived value have a positive and significant effect on behavioral intention via customer engagement. To improve consumer behavioral intention to be loyal businesses must focus to more on content marketing perceived value and customer involvement with products. /p
| Item Type: | Thesis (Diploma) |
|---|---|
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 15 Jul 2025 04:29 |
| Last Modified: | 09 Sep 2025 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/396262 |
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