PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI PADA PRODUK CLOTHING LINE ERIGO DI KOTA MALANG
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Abstrak
Tujuan penelitian untuk menganalisis Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Mediasi Pada Produk Clothing Line Erigo Di Kota Malang. Metode penelitian ini menggunakan kuantitatif. Populasi penelitian Konsumen Erigo Generasi Z Usia (14-27 tahun) yang menggunakan media sosial di Kota Malang. Sampel penelitian menggunakan rumus Lemeshow berjumlah 100 orang. Alat uji menggunakan Analisis Path. Hasil penelitian menunjukkan bahwa Digital Marketing berpengaruh signifikan terhadap keputusan Customer Retention di Clothing Line Erigo Malang. Customer Engagement berpengaruh signifikan terhadap keputusan Customer Retention di Clothing Line Erigo Malang. Customer Engagement dapat memediasi pengaruh Digital Marketing terhadap keputusan Customer Retention di Clothing Line Erigo Malang.
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Deccasari, D., & Ardian, G. (2025). PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI PADA PRODUK CLOTHING LINE ERIGO DI KOTA MALANG. Dinamika Ekonomi: Jurnal Ekonomi Dan Bisnis, 18(1), 41-59. https://doi.org/https://doi.org/10.53651/jdeb.v18i1.572
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This work is licensed under a Creative Commons Attribution 4.0 International License
Referensi
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Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 34(12–20).
Schmitt, B. (2019). Experiential marketing: Concepts, frameworks, and consumer insights. Journal of Marketing Management, 50(11), 933–955.
Singarimbun, M. & S. E. (2012). Metode Penelitian Survei. LP3ES.
So, K. K. F., King, C., sparks, B. A., & Wang, Y. (2014). The role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research.
Stokes, R. (2013). Digital marketing: Strategy, implementation and practice. Red & Yellow, 20(1).
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Alfabeta.
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Trisnawati, T. Y. (2011). Fashion sebagai Bentuk Ekspresi Diri dalam Komunikasi. The Messenger (2 (ed.); 1st ed., p. 37).
Vivek, S. D., Beatty, & M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20, 127–145.
Wibowo, H., & Rahmawati, S. (2023). Digital marketing impacts across multiple platforms. Asia Pacific Journal of Marketing and Logistics, 35(4), 817–831.
Wijaya, et al. (2022). Media sosial dan brand awareness dalam pemasaran digital. Jurnal Komunikasi Indonesia, 5(3), 123–136.
Azizah, A. N. (2019). Pengaruh Customer Experience Dan Customer Satisfaction Terhadap Customer Retention Pada Pengguna Shopee. International Journal of Marketing Studie, 54(1), 125–140.
Bitner, M.J. dan Zeithaml, V. A. (2003). Service Marketing. Tata McGraw Hill, New Delh.
Chaffey, D. (2007). E-Business and E-Commerce Management. Perason Education Limited, 23(2), 135–148.
Chaffey, D. dan F. E. C. (2020). Digital Marketing: Strategy, Implementation and Practice. United Kingdom, Pearson, Sixth Edit.
Erryanjani, N. M., Satria, K. A., Engagement, C., Intention, R., & Jiwa, K. J. (2024). Content Marketing Intention Customer Engagement Sebagai Variabel Mediasi ( Studi Pada Konsumen Kopi Janji Jiwa) Top Brand Index Kategori " Kedai Kopi ". 7, 10380–10391.
Ezra Karamang. (2022). Pengaruh Social Media Marketing dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. MANNERS (Jurnal Manajemen Dan Kewirausahaan), 5(1). https://doi.org/10.56244/manners.v5i1.457
Hastutik, D., et al. (2021). Digital marketing strategies for promoting brand awareness. Journal of Services Marketing, 3(1).
Hidayat, D., Bismo, A., & Basri, A. R. (2020). The effect of food quality and service quality towards customer satisfaction and repurchase intention (case study of hot plate restaurants). Jurnal Manajemen Bisnis, 10(1), 1–9.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2018). Customer engagement in a B2B context: Conceptual domain, fundamental propositions, and implications for research. Journal of Business Research, 8(1), 138–149.
Jogiyanto. Hartono. (2011). Partial Least Square (PLS), Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi Yogyakarta.
Kadek, N., & Martini, A. (2022). Pengaruh Content Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Intervening. 2(3), 905–912.
Keiningham, T. L., et al. (2017). Retention as a metric of customer loyalty. Journal of Services Marketing, 31(2), 146–156.
Kotler, P. & Keller, K. (2016). Manajemen Pemasaran. Jakarta: Erlangga, Jilid I Ed.
Laksana, F., & Dharmayanti, F. (2018). Innovative approaches to e-marketing. Journal of Retail and Consumer Services, 31(2), 124–136.
Lompoliuw, F., et al. (2019). Customer retention techniques for competitive advantage. Journal of Business Research, 81(1), 146–156.
Masito, R. A. (2021). Pengaruh digital marketing dan customer relationship marketing terhadap loyalitas konsumen pada produk air minum cheers ( studi PT . Atlantic Biruraya ). 9(2), 1216–1222.
Meyer, C., & Schwager, A. (n.d.). Understanding customer experience. Harvard Business Review, 85(2), 116–126.
Puji A. (2022). Engagement as a competitive advantage in the digital age. Jurnal Ilmu Pemasaran, 12(2), 68–79.
Putra, G. A., & Indriani, R. (2024). Economics and Digital Business Review Pengaruh Digital Marketing Terhadap Customer Retention Pada Bank Rakyat Indonesia Unit Ratu Samban Kota Bengkulu. 5(2), 531–539.
Riyanto, J. (2023). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Loyalitas Konsumen Traveloka. 2(1).
Salama, A., et al. (2020). Behavioral metrics for loyalty in retail marketing. Jurnal Ilmu Pemasaran, 57(1), 102–111.
Santoso, B. (2023). Dimensi digital marketing dalam peningkatan engagement pelanggan. Jurnal Ilmu Pemasaran, 10(2), 67–78.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 34(12–20).
Schmitt, B. (2019). Experiential marketing: Concepts, frameworks, and consumer insights. Journal of Marketing Management, 50(11), 933–955.
Singarimbun, M. & S. E. (2012). Metode Penelitian Survei. LP3ES.
So, K. K. F., King, C., sparks, B. A., & Wang, Y. (2014). The role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research.
Stokes, R. (2013). Digital marketing: Strategy, implementation and practice. Red & Yellow, 20(1).
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Alfabeta.
Sutanto, E., & Haryono, H. (2021). Retail marketing innovations for customer retention. Retail Research Quarterly, 58(1), 22–39.
Syaqirah, A., & Faizurrahman, M. (2014). Metrics for measuring client retention. Business Horizons, 57(6), 743–753.
Tjiptono, F. (2016). Pemasaran Jasa. Penerbit : Bayumedia Publishing, Pertama.
Trisnawati, T. Y. (2011). Fashion sebagai Bentuk Ekspresi Diri dalam Komunikasi. The Messenger (2 (ed.); 1st ed., p. 37).
Vivek, S. D., Beatty, & M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20, 127–145.
Wibowo, H., & Rahmawati, S. (2023). Digital marketing impacts across multiple platforms. Asia Pacific Journal of Marketing and Logistics, 35(4), 817–831.
Wijaya, et al. (2022). Media sosial dan brand awareness dalam pemasaran digital. Jurnal Komunikasi Indonesia, 5(3), 123–136.