Electronic Theses and Dissertation

ABSTRAK

Abstrak Karya Akhir diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar Magister Manajemen pada Program Pascasarjana Universitas Syiah Kuala

PENGARUH CONTENT MARKETING DAN SOCIAL MEDIA INFLUENCER TERHADAP CUSTOMER SATISFACTION DAN DAMPAKNYA TERHADAP ONLINE REPURCHASE INTENTION PADA SAAT PANDEMI COVID-19

Oleh:

CUT NURVAJRI TR
NPM: 2001202010060

Konsentrasi: Manajemen Pemasaran

Pembimbing Pertama: Dr. Mukhlis, SE., MS
Pembimbing Kedua: Dr. Syafruddin Chan, SE., MBA

Tujuan penelitian ini adalah untuk menjelaskan pengaruh content marketing dan social media influencer terhadap customer satisfaction dan dampaknya terhadap online repurchase intention. Sebanyak 200 responden digunakan sebagai sampel. Penghimpunan data dilakukan secara wawancara serta menyebarkan kuesioner, selanjutnya dianalisis menggunakan AMOS dengan metode SEM (Structural Equating Model). Maka 6 hipotesis pengaruh langsung yang diuji, ada satu yang tidak signifikan, yaitu pengaruh social media influencer terhadap online repurchase intetion, hasil ini, hal tersebut tidak sejalan dengan penelitian sebelumnya, karena dapat terjadi bila mana persepsi orang mengenai social media influencer sebagai seseorang yang dibayar brand untuk meng-endorse brand tersebut. Sehingga kegiatan endorse mereka dapat dinilai sebagai tidak sepenuhnya jujur. jika dilihat dari 4 variabel sehingga content marketing memiliki nilai pengaruh yang paling besar dibandingkan dimensi lainnya. Setelah itu, diikuti oleh variabel customer satisfaction dan online repurchase intenton. Sedangkan pengaruh content marketing terhadap online repurchase intention tidak ada pengaruh tidak langsung, customer satisfaction berperan sebagai mediasi parsial pengaruh content marketing terhadap online repurchase intetion. Sedangkan pengaruh content marketing terhadap online repurchase intention tidak ada pengaruh tidak langsung, customer satisfaction berperan sebagai mediasi parsial pengaruh social media influencer terhadap online repurchase intetion.

Kata kunci: Content Marketing, Social Media Influencer, Customer Satisfaction dan Online Repurchase Intention

ABSTRACT Abstract of Final Paper submitted to the Examination Committee in partial fulfilment of the requirements for the degree of master of Mangement on the Graduate Program of Syiah Kuala University THE EFFECT OF CONTENT MARKETING AND THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER SATISFACTION AND ON ONLINE REPURCHASE INTENTION DURING THE COVID 19 PANDEMIC By: CUT NURVAJRI TR NPM: 2001202010060 Specialization: Marketing Management Supervisor : Dr. Mukhlis, SE., MS Co-Supervisor : Dr. Syafruddin Chan, SE., MBA The purpose of this study is to explain the effect of content marketing and social media influencers on customer satisfaction and their impact on online repurchase intention. A total of 200 respondents were used as samples. Data collection was carried out by interview and distributing questionnaires, then analyzed using AMOS with the SEM (Structural Equating Model) method. So the 6 direct influence hypotheses were tested, there was one that was not significant, namely the influence of social media influencers on online repurchase intetion, this result is not in line with previous research, because it can happen when people's perception of social media influencers as someone who is paid brand to endorse the brand. So that their endorsement activities can be judged as not being completely honest. when viewed from 4 variables so that content marketing has the greatest influence value compared to other dimensions. After that, customer satisfaction and online repurchase intent were followed. While the influence of content marketing on online repurchase intention has no indirect effect, customer satisfaction acts as a partial mediation of the influence of content marketing on online repurchase intentions. While the influence of content marketing on online repurchase intention has no indirect effect, customer satisfaction acts as a partial mediation of the influence of social media influencers on online repurchase intentions. keywords: Content Marketing, Social Media Influencer, Customer Satisfaction and Online Repurchase Intention.