The Influence of Content Marketing and CRM toward Brand Image and Brand Loyalty

Barkah Barkah, Wenny Pebrianti, Runi Mutari

2019

Abstract

Content marketing appears to be one of many social media marketing strategies to engage customers. On the other hand, with a lot of options customers are able to pick, it is quite a challenge for a brand to keep their customers to be loyal. Hence, Customer Relationship Management (CRM) becomes one of the powerful tools to maintain a beneficial and long lasting relationship with customers. The sample of this study consists of 100 respondents . The data were processed using SPSS 17 and analyzed with path analysis method. It is found that content marketing doesn’t have a significant influence towards brand loyalty, but it does significantly influence the brand image. CRM has a significant influence towards both brand image and brand loyalty, and on the other hand brand image does have a significant influence on brand loyalty.

Paper Citation

in Harvard Style

Barkah B., Pebrianti W. and Mutari R. (2019). The Influence of Content Marketing and CRM toward Brand Image and Brand Loyalty. In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA, ISBN 978-989-758-582-1, pages 711-724. DOI: 10.5220/0010528300002900

in Bibtex Style

@conference{miicema19,
author={Barkah Barkah and Wenny Pebrianti and Runi Mutari},
title={The Influence of Content Marketing and CRM toward Brand Image and Brand Loyalty},
booktitle={Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,},
year={2019},
pages={711-724},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010528300002900},
isbn={978-989-758-582-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,
TI - The Influence of Content Marketing and CRM toward Brand Image and Brand Loyalty
SN - 978-989-758-582-1
AU - Barkah B.
AU - Pebrianti W.
AU - Mutari R.
PY - 2019
SP - 711
EP - 724
DO - 10.5220/0010528300002900