PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP LOYALITAS PENGIKUT MADIUN NGEMIL DI KOTA MADIUN DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING

QURNAINI, ASTRIDA MARTA (2024) PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP LOYALITAS PENGIKUT MADIUN NGEMIL DI KOTA MADIUN DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas PGRI Madiun.

	Text HALAMAN DEPAN_ASTRIDA MARTA QURNAINI.pdf Download (1MB)
	Text ABSTRAK_ASTRIDA MARTA QURNAINI.pdf Download (197kB)
	Text BAB I_ASTRIDA MARTA QURNAINI.pdf Download (944kB)
	Text BAB II_ASTRIDA MARTA QURNAINI.pdf Download (361kB)
	Text BAB III_ASTRIDA MARTA QURNAINI.pdf Restricted to Repository staff only Download (525kB)
	Text BAB IV_ASTRIDA MARTA QURNAINI.pdf Restricted to Repository staff only Download (1MB)
	Text BAB V_ASTRIDA MARTA QURNAINI.pdf Download (19kB)
	Text DAFTAR PUSTAKA_ASTRIDA MARTA QURNAINI.pdf Download (427kB)
	Text LAMPIRAN_ASTRIDA MARTA QURNAINI.pdf Restricted to Repository staff only Download (2MB)

Abstract

Madiun Ngemil utilizes Instagram to build a community of followers through interesting culinary content. The aim of this study was to analyze the influence of content marketing and celebrity endorsers towards the loyalty of Madiun Ngemil followers, with consumer trust as an intervening variable. The method in this study was quantitative research. The sampling technique used purposive sampling technique, with a sample size of 400 respondents. The data collection technique used a questionnaire. While data analysis using Smart-PLS. The results of the study show: 1) There is a positive and significant influence of content marketing towards consumer trust; 2) There is a positive and significant influence of celebrity endorsers towards consumer trust; 3) There is a positive and significant influence of consumer trust towards the loyalty of Madiun Ngemil followers in Madiun City; 4) There is a positive and significant influence of content marketing towards the loyalty of Madiun Ngemil followers through consumer trust; 5) There is a positive and significant influence of celebrity endorsers towards the loyalty of Madiun Ngemil followers through consumer trust; 6) There is a positive and significant influence of content marketing towards the loyalty of Madiun Ngemil followers; 7) There is a positive and significant influence towards the loyalty of Madiun Ngemil followers in Madiun City.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Content Marketing; Consumer Trust; Loyalty; Celebrity E
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	QURNAINI MARTA ASTRIDA
Date Deposited:	08 Oct 2024 06:47
Last Modified:	08 Oct 2024 06:47
URI:	http://eprint.unipma.ac.id/id/eprint/2441

Actions (login required)

View Item