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All Journal Accounting Profession Journal (APAJI) MANDAR: Management Development and Applied Research Journal Ekonomi dan Bisnis Journal Of Human And Education (JAHE) Jurnal Peradaban Masyarakat (JPM) Transforma: Jurnal Manajemen Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Kompartemen: Kumpulan Orientasi Pasar Konsumen Implikasi: Jurnal Manajemen Sumber Daya Manusia Dinamika: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Manajemen Profetik
Rajuddin, Wa Ode Nursaadha
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Accounting Profession Journal (APAJI)

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Content Marketing and Customer Loyalty: The Role of Engagement in Culinary SMEs in the Digital Era Naim, Ifin; Rajuddin, Wa Ode Nursaadha
Accounting Profession Journal (APAJI) Vol. 7 No. 2 (2025): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

This study investigates the effect of content marketing on customer loyalty through the mediating role of customer engagement in the context of culinary MSMEs in the digital era. Using a quantitative approach and structural equation modeling (PLS-SEM) with data from 200 respondents, the results reveal that content marketing does not directly influence customer loyalty. However, it significantly impacts customer engagement, which in turn positively affects loyalty. Furthermore, customer engagement fully mediates the relationship between content marketing and loyalty. These findings highlight the critical role of engagement in transforming content strategies into long-term customer relationships. The study offers valuable implications for MSME practitioners aiming to optimize digital content to build loyalty.
Co-Authors Andriani, Dian Susi Ansyori, Ahmad Asri, Yesi Cahyadi, Muhammad Alif Eliza Eliza Farih, Muhamad Gilang, Gilang Handris Handris, Handris I Wayan Sudarsana Imran Imran Indalestari, Wa Ode Dien Jaenuddin, Arsyad Junaiddin, Arsyad L. Lisnawati Lajaria, Ridha Mariani Mariani Muhammad Ridwan Muhammad Ridwan Naim, Ifin Ni Luh Yulyana Dewi Nur Aisyah Nurdiana, Anne Nurul Arifin Patulak, Lucia Evianti Ridha Taurisma Lajaria Suprianto, Ghalib Titop, Herman Vittorio, Roy Wati, Kristin Lita