Pengaruh Content Marketing dan Kepuasan Konsumen terhadap Loyalitas Pelanggan Pada Rendang Pak Ombak di Kelurahan Sialangmunggu
Keywords:
Content marketing, Consumer satisfaction, Customer loyaltyAbstract
This research aims to determine the influence of content marketing and consumer satisfaction on customer loyalty. This research was conducted in Rendang Pak Wave in Siangmunggu sub-district with a total research sample of 120 people. In this research, the sampling technique used is method Probabilty Sampling with technique simple random sampling. The research results are (1) Content marketing partially has a significant and positive influence on customer loyalty at Rendang Pak Ombak in Sialangmunggu Village with a tcount value of 5.572 > ttable 1.98552 and a significant value of 0.000 smaller than 0.05 (sig (0.000) < 0.05) with a positive coefficient value of 0.509, (2) partial customer satisfaction has a significant and positive influence on customer loyalty at Rendang Pak Waves in Sialangmunggu Village with t valuecount 3,131 > ttable 1.98552 and a significant value of 0.002 which is less than 0.05 (sig (0.002) < 0.05) with a positive coefficient value of 0.271. (3) Content marketing and consumer satisfaction has a simultaneous effect on customer loyalty at Rendang Pak Ombak in Sialangmunggu Village with Fcount 67.545 > Ftable 3.92 with a significant value of 0.000 less than 0.05 (0.000<0.05). (4) the influence of content marketing and consumer satisfaction on customer loyalty is 52.6%, while the remaining 47.4% is influenced by external factors not discussed in this research.
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