The Influence Of Content Marketing Factors Towards Actual Visit Behavior Through Behavioral Intention

Jovan Jovan; Ronald Ronald

doi:10.29407/nusamba.v7i2.15991

Authors

Jovan Jovan Pelita Harapan University
Ronald Ronald Universitas Pelita Harapan Kampus Surabaya

DOI:

https://doi.org/10.29407/nusamba.v7i2.15991

Keywords:

Content Marketing, Inspiring Visit Desire, Experiencing Appeal, Generating Empathy, Forming Visit Awareness, Providing Image, Presenting Guide, Facilitating Interpersonal Interaction, Social Influence, Behavioral Intention to visit, Actual Visit Behavior

Abstract

The purpose of this research is to see the influence of content marketing factors towards actual visit behavior through behavioral intention to visit at Pepper Lunch Medan. This study is causal research. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 150 respondents with the characteristics of male and female respondents aged 18-60 years, have visited Pepper Lunch Medan once in the last 2 years and follow or have seen Instagram of Pepper Lunch Medan. The results of this research shows that Experiencing Appeal has a positive but not significant effect to Customer’s Behavioral Intention to Visit and the other 5 hypothesis have positive and significant effect

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