Pengaruh Content Marketing dan Service Excellent terhadap Customer Engagement (Studi Kasus : Klinik Dr Bram Natanael)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan service excellent dalam meningkatkan customer engagement pada Klinik dr. Bram Natanael. Jenis Penelitian ini menggunakan metode kuantitatif untuk mempelajari hubungan sebab akibat antara variabel bebas (content marketing dan service excellent) dan variabel terikat (customer engagement) dan menggunakan pendekatan asosiatif. Populasi dalam penelitian ini berjumlah 230 orang dan sampel sebanyak 146 orang. Teknik pengambilan sampel dilakukan dengan menggunakan teknik purposive sampling dan rumus Slovin, maka didapat nilai error level 0,5. Penelitian ini menggunakan SPSS Version 22 dengan teknik analisis regresi linear berganda. Hasil penelitian menunjukkan adanya pengaruh antara content marketing terhadap customer engangement yang dapat dilihat dari nilai siginifikan variabel content marketing (0,001) lebih kecil dari 0,05 dan t hitung (11,94) lebih besar dibandingkan t tabel (1,976). Service excellent memberikan pengaruh positif dan signifikan terhadap customer engangement pengguna sosial media. Content marketing dan service excellent secara bersama-sama berpengaruh positif dan signifikan terhadap customer engangement, di mana nilai korelasi (R2) yaitu sebesar 0,876 berarti content markeitng dan service excellent mempengaruhi customer engangement layanan kesehatan sebesar 87,6%. This study aims to determine the effect of content marketing and excellent service in increasing customer engagement at Dr. Bram Nathanael. This type of research uses a quantitative method to study the causal relationship between the independent variable (the cause of the dependent variable) and the dependent variable (which is the result of the independent variable) and uses an associative approach. The population in this study amounted to 230 people and a sample of 146 people. The sampling technique was carried out using a purposive sampling technique and the Slovin formula, so an error level value of 0.5 was obtained. This study uses SPSS Version 22 with multiple linear regression analysis techniques. The results of the study show that there is an influence between content marketing and customer engagement which can be seen from the significant value of the content marketing variable (0.001) which is less than 0.05 and t count (11.94) greater than t table (1.976). Excellent service has a positive and significant impact on customer engagement with social media users. Content marketing and excellent service together have a positive and significant effect on customer engagement, where the correlation value (R2) is 0.876, meaning that content marketing and service excellent affect customer engagement in health services by 87.6%