THE INFLUENCE OF CONTENT MARKETING AND SOCIAL MEDIA MARKETING TOWARD ONLINE SHOP CUSTOMER LOYALITY AT TOKOPEDIA CUSTOMER IN SAM RATULANGI UNIVERSITY

Abstract

The purpose of this study was to examine the effect of content marketing and social media marketing on consumer loyalty online shop Tokopedia. This research is quantitative, especially research in the field of marketing management by conducting data surveys in the form of primary data. Data collection is done online using Google Form. The population in this study is the generation of students at the University of Sam Ratulangi Manado. Sampling by purposive sampling, with a total sample of 100 respondents. Data analysis was in the form of validity and reliability tests, research instrument testing, hypothesis testing and multiple linear regression analysis with the SPSS program. The results showed that simultaneously content marketing and social media marketing had a positive and significant effect on consumer loyalty. Likewise, individually, content marketing and social media marketing have a positive and significant effect on increasing consumer loyalty for Tokopedia's online shop, especially for students at Sam Ratulangi University, Manado. The Tokopedia online store startup company needs to pay attention to the factors that have an impact on increasing consumer loyalty, in this case, content marketing and also social media marketing.