Track: Business Management

Abstract

The growth in the use of the internet and social media is increasing every year, bringing consumers to an era of more interactive communication. This has also led to the growth in the world of e-commerce, especially in the beauty industry that is Sociolla. Through the use of social media Instagram, Sociolla creates content marketing as an effective digital marketing strategy to create customer engagement, customer decision, customer satisfaction, and customer loyalty. This study aims to determine the responses of respondents regarding the effect of Sociolla's Instagram content marketing on customer engagement, customer decision, customer satisfaction, and customer loyalty. It is measured by four dimensions of content marketing, the format of the post, the time frame of the post, the interactivity of the message, and the attractiveness of the topic to find out whether there is an effect of these four dimensions on the four dependent variables. In this study, quantitative methods were used with data collected through the distribution of online questionnaires using google form media using a Likert measurement scale to 385 respondents. The criteria for these respondents are people who have seen Sociolla's Instagram content marketing and have made purchases at Sociolla. After collecting the data, it was processed and analyzed using the Structural Equation Models (SEM) analysis with Smart PLS software. The result shows that there is a significant effect between all research variables. 

Keywords

Content Marketing, Customer Decision, Customer Engagement, Customer Loyalty, Customer Satisfaction