The Influence Of Content Marketing On Customer Retention Mediated By Customer Engagement And Brand Awareness Among “Kapal Api” Coffee Consumers In Surabaya

Abstract

The coffee brand "Kapal Api" dominated the instant coffee powder market in Indonesia. In the rapidly evolving coffee industry era, the primary challenge was to sustain its leading position and retain customers. Given the evolving consumer behavior, marketing strategies, particularly through content marketing, became increasingly crucial. This research aimed to analyze the influence of content marketing (X) on customer retention (Z), mediated by customer engagement (Y1) and brand awareness (Y2) among "Kapal Api" coffee consumers in Surabaya. The research method employed was Structural Equation Modeling (SEM) based on Partial Least Square (PLS), specifically using the WarpPLS 7.0 program. Primary data were collected through questionnaires with a sample of 155 respondents selected through non-probability sampling techniques, namely purposive and voluntary sampling. The research results indicated that the path coefficient values for the indirect influence on X, Y1, and Z were 37,7%, meaning these variables could impact customer retention. For X, Y2, Z, the value was 39,9%. However, when considering direct influences, X on Y1 was 75,3%, X on Y2 was 72,8%, and X on Z was 24,6%. Thus, the findings suggested that maintaining customer retention (Z) requires more intensive efforts.