Content Marketing and Customer Loyalty: The Role of Engagement in Culinary SMEs in the Digital Era

Content Marketing and Customer Loyalty: The Role of Engagement in Culinary SMEs in the Digital Era

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 rev...

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Bibliographic Details
Main Authors: Ifin Naim, Wa Ode Nursaadha Rajuddin
Format: Article
Language:English
Published: Universitas Kristen Indonesian Paulus 2025-07-01
Series:Accounting Profession Journal (APAJI)
Subjects:
content marketing
customer engagement
customer loyalty
culinaryn SMEs
digital strategy
Online Access:https://ojsapaji.org/index.php/apaji/article/view/353
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