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

Astrida Marta Qurnaini, Dian Citaningtyas Ari Kadi

Abstract


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

Keywords: content marketing, consumer trust, loyalty, celebrity endorser


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