Pengaruh Content Marketing terhadap Loyalitas Merek Melalui Keterlibatan Pelanggan dan Kepercayaan Merek Sebagai Variabel Mediasi Pada Smartphone iPhone

Abstract

The development of information technology and technology in Indonesia is demonstrated through Marketing 4.0 as digital marketing. Currently, technological advances in the digital era cannot be avoided. Due to the ability to reach a larger audience, social media is a tool that marketers and industries enjoy today. Social media encompasses all digital technologies that produce and publish content and engage with brands. This research aims to determine and analyze the influence of content marketing on brand loyalty with brand involvement and brand trust as intervening variables on iPhone smartphones. The population in this research is iPhone users at the Universitas Sumatera Utara Medan Indonesia. The sampling technique in this research was an accidental sampling technique of 140 respondents. The data analysis method uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research results show that content marketing has a positive and significant influence on customer engagement, content marketing has a positive and significant influence on brand trust and content marketing has a positive and significant influence on brand loyalty. Furthermore, the indirect influence of content marketing has a positive and significant influence on brand loyalty through customer engagement and content marketing has a positive and significant influence on brand loyalty through brand trust.