Pengaruh Content Marketing Dan Customer Satisfaction Terhadap Retensi Pelanggan Converse Summarecon Bekasi
DOI:
https://doi.org/10.56145/jekobis.v6i1.335Keywords:
Content Marketing, Customer Satisfaction, Retensi PelangganAbstract
This study aims to examine the influence of content marketing on customer retention and the effect of customer satisfaction on customer retention. The data processing method used in this research is SPSS (Statistical Package for the Social Sciences), with the object of this study being the followers of Converse Summarecon Bekasi. The sampling method employed is purposive sampling with a nonprobability sampling approach. Data collection was conducted using a questionnaire with 355 valid and reliable respondents from Converse Summarecon Bekasi followers. The results of this study show that the effect of content marketing on customer retention has a t-value of 4.831, which is greater than the t-table value of 1.648, and the significance value of customer satisfaction has a positive and significant effect on customer retention at Converse Summarecon Bekasi, with a t-value of 11.102, which is also greater than the t-table value of 1.648.
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