PENGARUH ENDORSEMENT DAN DAYA TARIK CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA MEDIA SOSIAL MOJADIAPP TAHUN 2024

Fitriyani, Fitriyani (2025) PENGARUH ENDORSEMENT DAN DAYA TARIK CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA MEDIA SOSIAL MOJADIAPP TAHUN 2024. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to determine the effect of Endorsement and Content Marketing on Customer engagement on MojadiApp Instagram social media partially and simultaneously. The research method used is a descriptive research method with a quantitative approach. Sampling using probability sampling techniques with random samples from population members as research samples. Data collection techniques through the distribution of online questionnaires. Data analysis techniques using Multiple Linear Regression Analysis using the SPSS version 26 program. From the results of data processing, the results of the multiple regression equation Y = 1.601 + 0.456 X1 + 0.289 X2 were obtained. Based on the results of the study, it shows that Endorsement and Content Marketing have a positive and significant effect on Customer engagement both partially and simultaneously. The percentage of overall influence using the determination coefficient test is 69.6% and the remaining 30.4% is influenced by other factors not studied by the researcher. Keyword: Endorsement, Content Marketing, Customer Engagement

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Endorsement, Content Marketing, Customer Engagement
Subjects:	Marketing > Customer Relations Management (CRM) Customer Satisfaction Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Fitriyani Fitriyani
Date Deposited:	28 Aug 2025 09:13
Last Modified:	28 Aug 2025 09:13
URI:	https://repository.bakrie.ac.id/id/eprint/11985

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