The Influence Of Content Marketing And  Customer Experience On Customer Engagement In Talk Coffe Mataram

Amalia Putri  Oktoria; Baiq Handayani  Rinuastuti; Handri Sudiartha  Athar

doi:10.31967/prmandala.v4i0.838

Amalia Putri Oktoria Faculty of Economics and Business University of Mataram
Baiq Handayani Rinuastuti Faculty of Economics and Business University of Mataram
Handri Sudiartha Athar Faculty of Economics and Business University of Mataram

DOI: https://doi.org/10.31967/prmandala.v4i0.838

Abstract

The purpose of this study is to see the impact of content marketing and customer experience for customer engagement at Talk Coffe Mataram café. The population in this study is consumers and audiences who know the social media Talk Coffe Mataram with a total sample of 102 participants and non-probality sampling techniques using the purposive sampling method. This study used primary and secondary data. The type of research used is quantitative, the type of research used is a sample survey. Data collection techniques using online questionnaires. The analysis used is multiple linear regression analysis. From the results of statistical data analysis, the indicators in this study are valid and reliable. In the classical assumption test, the data is normally distributed and multicholinerity does not occur. The results of this study show that content marketing and customer experience have a positive and significant impact on customer engagement in Talk Coffe Mataram among the community.