STRATEGI CONTENT MARKETING DALAM MENINGKATKAN KEPERCAYAAN PELANGGAN PADA LABELLA HIJAB PACIRAN LAMONGAN

Diah Laili Dwi Afrianti, Suyitno Suyitno, Ahmad Zainal Fikiri, Andi Aufa Zulal Alfudhoili, Muhammad Yani Azhar, Muhammad Agus Purnama

Abstract


This study aims to explore the implementation of content marketing strategies in  increasing customer trust in a women's clothing store located in Sendangagung, Paciran, Lamongan called Labella Hijab using qualitative research methods. The  content marketing strategy implemented by Labella Hijab  went well, in the type  of content marketing, Labella Hijab launched three types of content, including: Q&A, tutorials, and announcements. Labella Hijab customers meet all the characteristics of customer trust. Namely: maintaining relationships, accepting influence, being open in communication, reducing supervision, patience, providing defense, giving positive information, accepting risk, comfort, and also satisfaction. Labella Hijab has also succeeded in forming three types of Labella Hijab customer trust, including: object-benefit type, benefit-attribute, and benefit-object. Customer trust built by Labella Hijab through content marketing has increased positively.


Keywords


Content Marketing; Trust Customers; Labella Hijab

Full Text:

PDF

References


Ali, B. J., Fadel Saleh, P., Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of Service Quality on the Customer Satisfaction: Case study at Online Meeting Platforms. International Journal of Engineering, Business and Management (IJEBM), 5(2), 65–77. https://doi.org/10.22161/ijebm.5.2

Bala, M., & Deepak Verma, M. (2018). A Critical Review of Digital Marketing Paper Type:-Review and Viewpoint. International Journal of Management, 8. Retrieved from http://www.ijmra.us,http://www.ijmra.us,http://www.ijmra.us,http://www.ijmra.us,

Caniago, A. (2022). Analisis kepercayaan dan kualitas pelayanan terhadap kepuasan pelanggan. Jurnal Lentera Bisnis, 11(3), 219. https://doi.org/10.34127/jrlab.v11i3.652

Hadi, S. (2016). Pemeriksaan keabsahan data penelitian kualitatif pada skripsi. Jurnal Ilmu Pendidikan, 74–79.

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166

Kethan, M., & Basha, M. (2022). Relationship of Ethical Sales Behaviour with Customer Loyalty, Trust and Commitment: A Study with Special Reference to Retail Store in Mysore City. East Asian Journal of Multidisciplinary Research (EAJMR), 1(7), 1365–1376. Retrieved from https://journal.formosapublisher.org/index.php/eajmr/index

Mirzan Hasan Bisri, M., & Pitoyo. (2022). Konten marketing instagram dan brand image pada minat penggunaan jasa perencana keuangan. Jurnal Pustaka Ekonomi, 5, 190–205.

Pandrianto, N., & Genep Sukendro, G. (2018). Analisis strategi pesan content marketing untuk mempertahankan brand engagement. Jurnal Komunikasi, 167–176.

Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143–1160. https://doi.org/10.1108/JMTM-01-2018-0020

Raeisi Ziarani, M., Janpors, N., & Taghavi, S. M. (2023). Investigation of the effect of customer journey experience on customer engagement considering the mediating role of customer trust. Iranian Society of Entrepreneurships, 1–12. Retrieved from https://ssrn.com/abstract=4320389

Saputri, P. S., & Hanifa, F. H. (2022). Analisis dan pengembangan konten sosial media marketing pada instagram Telkom Sto Dago Tahun 2021 analysis and development of social media marketing content on the telkom Sto Dago in 2021. E-Proceeding of Applied Sience, 7, 535–548.

Sari, G. I., Fermayani, Riche., & Harahap, R. R. (2020). Analisis pengaruh kepercayaan, keamanan, kualitas pelayanan, kualitas produk, dan persepsi risiko terhadap keputusan pembelian melalui situs jejaring sosial (studi kasus pada mahasiswa di Kota Padang). Menara Ekonomi, VI, 1–11.

Yuliawan, E., Siagian, H., & Willis, L. (2018). Analisis pengaruh faktor kepercayaan, kemudahan Dan kualitas layanan terhadap keputusan pembelian pada online shop zalora Indonesia (studi pada mahasiswa program studi manajemen Stie mikroskil Medan). OPTIMAL : Jurnal Ekonomi Dan Kewirausahaan, 12, 34–49.


Article Metrics

Abstract has been read : 136 times
PDF file viewed/downloaded: 0 times


DOI: http://doi.org/10.25273/capital.v7i2.17372

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Capital is indexed by: