IDEAS home Printed from https://ideas.repec.org/a/tec/journl/ojs11774.html

Maximize The Effectiveness Of Digital Content Marketing And Utilitarian To Establish Brand Loyalty And Influence Consumer Decisions

Author

Listed:
  • Teguh Saputra

    (Management Department, Asa Indonesia University, Jakarta)

  • Pamuji Gesang Raharjo

    (Management Department, Asa Indonesia University, Jakarta)

  • Al Agus Kristiadi

    (Management Department, Asa Indonesia University, Jakarta)

Abstract

The objective of this investigation is to ascertain the impact of digital content marketing and utilitarian on the decision to become a BRI customer through brand loyalty. BRI Unit Simpangan Depok consumers comprise the population of this investigation. The accidental sampling technique was employed to obtain a sample of 287 respondents for this study. With the assistance of SmartPLS, data analysis was conducted using SEM. The study's findings indicate that brand loyalty is influenced by digital content marketing. Nevertheless, the decision to become a customer is not influenced by digital content marketing, either directly or indirectly, through brand loyalty. Utilitarian influences the decision to become a customer and brand loyalty, but it does not influence the decision to become a customer through brand loyalty. In the interim, the decision to become a customer is not influenced by brand loyalty. To facilitate the process of acquiring customers and cultivating a sense of loyalty to the bank's products and services, BRI must prioritize website content so that consumers can rapidly access and make informed decisions.

Suggested Citation

  • Teguh Saputra & Pamuji Gesang Raharjo & Al Agus Kristiadi, 2024. "Maximize The Effectiveness Of Digital Content Marketing And Utilitarian To Establish Brand Loyalty And Influence Consumer Decisions," Technium Social Sciences Journal, Technium Science, vol. 62(1), pages 170-183, October.
    • Handle: RePEc:tec:journl:ojs:11774
    DOI: 10.47577/tssj.v62i1.11774
    as

    Download full text from publisher

    File URL: https://techniumscience.com/index.php/socialsciences/article/view/11774
    Download Restriction: no
    File URL: https://libkey.io/10.47577/tssj.v62i1.11774?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tec:journl:ojs:11774. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tasente Tanase The email address of this maintainer does not seem to be valid anymore. Please ask Tasente Tanase to update the entry or send us the correct address (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.