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All Journal Indonesian Journal of Economics and Management
Stepanus Dedy Deomedes
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of Digital Content Service Levels on Customer Engagement and Sales Conversion in Digital Retail Businesses in Indonesia Stepanus Dedy Deomedes
Indonesian Journal of Economics and Management Vol. 6 No. 1 (2025): Indonesian Journal of Economics and Management (November 2025)
Publisher : Jurusan Akuntansi Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijem.v6i1.6819

Abstract

The purpose of this study is to examine how the level of digital content service, consisting of the dimensions of quality, relevance, and delivery effectiveness, affects customer engagement and sales conversion in digital retail businesses in Indonesia. The measurement scale used a 1–5 Likert scale. The study measured all variable indicators from a questionnaire survey. The data were analyzed using the Partial Least Squares-Structural Equation Modelling (PLS-SEM) method, involving 300 respondents who were active users of local e-commerce platforms. The three dimensions of digital content service significantly influenced customer engagement and had a partial and significant direct effect on sales conversion. Customer engagement was proven to be a partial mediator of quality, relevance, and delivery effectiveness through conversion. The theoretical implications contribute to content-dependent digital marketing in the digital retail business in Indonesia.
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