ANALISIS PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL PERANTARA PADA PENGGUNA WEB SOCIOLLA (Studi Pada Mahasiswa Universitas Muhammadiyah Malang)

This study aims to examine and analyze the effect of content marketing on customer retention, content marketing on customer engagement, customer engagement on customer retention and content marketing on customer retention through customer engagement as an intermediary variable. The type of research used is explanatory research, with the research population being students of the University of Muhammadiyah Malang who have used the Sociolla web with a total of 100 respondents used as samples. The data analysis technique used is path analysis. The results of this study indicate that content marketing has an effect on customer retention, content marketing has an effect on customer engagement, customer engagement has an effect on customer retention and there is an effect of content marketing on customer retention through customer engagement as an intermediary variable