The Influence of Content Marketing and Electronic Word of Mouth on Customer Retention at Jatiroso Catering
Abstract
This research aims to analyze the effect of content marketing (X1) and electronic word of mouth (eWOM) on customer retention (Y) at Jatiroso Catering. A questionnaire with 98 respondents chosen using non-probability sampling methods was used to gather primary data, namely purposive sampling and voluntary sampling. Through the use of the Smart PLS 4 application, the study methodology employs Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. According to the study's findings, content marketing significantly and favorably affects 39.9% of customers' retention rates. However, with a 27.4% contribution, eWOM also has a favorable and noteworthy impact on customer retention. These findings confirm that both variables are statistically demonstrated to have a major impact in raising customer retention at Jatiroso Catering.Downloads
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
