Pengaruh Content Marketing Terhadap Loyalitas Pelanggan Di UD. London Fashion Kota Padangsidimpuan

Abstract

This study aims to determine the effect of content marketing on customer loyalty at UD. London Fashion Kota Padangsidimpuan. In today's digital age, marketing strategies that use relevant, interesting, and valuable content are key to building long-term relationships with customers. Effective content marketing is believed to increase customer engagement and ultimately drive customer loyalty. The type of research used in this study is quantitative research. Data collection procedures were conducted through observation, questionnaires, interviews, and document analysis. From the analysis and calculations using the hypothesis test (t-test), the calculated t-value was 16.573, which is greater than the table t-value of 1.984 at a significance level of 0.000. Since the significance level is smaller than the probability value of 0.05, it can be concluded that, partially, variable X (Content Marketing) has a positive and significant effect on variable Y (Customer Loyalty). From the calculations using the coefficient of determination, the coefficient of determination (R²) was found to be 68.5%, while the remaining 31.5% was influenced by other factors not discussed in this study. Therefore, it can be concluded that the hypothesis in this study is valid because there is a positive and significant influence between variable X (Content Marketing) and variable Y (Customer Loyalty) at UD. London Fashion Kota Padangsidimpuan, amounting to 68.5%. This finding highlights the importance of content in building strong relationships between brands and customers amid the increasingly competitive fashion industry.