The Impact of Mobile and Content Marketing on Customer Satisfaction: The Mediating Role of Customer Engagement in the Creative Industry (Case Study of Creative SMEs in North Sumatra)
Hasyim, Zulkarnain Siregar, Hendra Saputra, Saidun Hutasuhut

Faculty of Economic, Universitas Negeri Medan
Jl. William Iskandar Ps. V, Sumatera Utara 20221, Indonesia

Abstract

This study aims to address business phenomena and fill the research gap regarding the influence of mobile marketing and content marketing on customer engagement and consumer satisfaction in the digital economy era. The digital economy is characterized by the application of information technology in economic activities. Its growth is accelerating in line with the development of Industry 5.0, where humans collaborate with machines in production and marketing. Small and Medium Enterprises (SMEs) are required to adapt rapidly to these changes in order to remain competitive. One of the indicators of SME success is the existence of a clearly defined market for their products.This research uses an associative method with a quantitative approach. The sample consists of 135 respondents who are consumers of creative SME products, collected are using a non-probability purposive sampling technique through a questionnaire distributed via Google Forms. The research variables were measured using multiple indicators. The model and hypotheses were tested using Structural Equation Modeling (SEM) with AMOS version 26.
The results show that mobile marketing and content marketing have a significant effect on customer engagement, which subsequently contributes to improving the marketing performance of creative SMEs in North Sumatra. This study also contributes to enriching the marketing management literature, particularly in the areas of mobile marketing, content marketing, and customer engagement within the marketing context.

Keywords: Mobile Marketing- Content Marketing- Customer Engagement- Customer Satisfaction

Topic: Management and Educational Technology Innovation