The Influence of Mall Attributes, Content Marketing, Event Marketing, and Social Media Marketing on Customer Satisfaction, with Customer Engagement Serving as An Intervening Variable

DOI

10.2991/978-94-6463-698-7_3How to use a DOI?

Keywords

Mall Attributes; Content Marketing; Event Marketing; Social Media Marketing; Customer Satisfaction; Customer Engagement

Abstract

This research elucidates the findings of an investigation that examines and evaluates the degree to which various factors affect mall attributes, content marketing, event marketing, and social media marketing about customer satisfaction, with customer engagement acting as a mediating variable at Pakuwon Mall Yogyakarta. The study adopts a quantitative approach, gathering data through questionnaires distributed directly via social media channels. The sampling process occurred from April 30, 2024, to May 27, 2024. A simple random sampling technique was employed, which entails selecting samples from the population without consideration of existing strata. Data analysis was performed using SmartPLS version 4.0. The findings, after conducting validity and reliability assessments, reveal several direct relationships: mall attributes have a positive effect on customer satisfaction, content marketing positively influences customer engagement, content marketing also positively affects customer satisfaction through customer engagement, customer engagement has a positive impact on customer satisfaction, while event marketing does not influence customer engagement. The analysis of indirect effects indicates that event marketing does not affect customer satisfaction through customer engagement, social media marketing does not influence customer engagement, and social media marketing does not impact customer satisfaction through customer engagement.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shindy Sabelita Bailia
AU  - Raden Teja Yokanan
AU  - Anita Primastiwi
AU  - Ade Kristianus Kaloeti
PY  - 2025
DA  - 2025/04/30
TI  - The Influence of Mall Attributes, Content Marketing, Event Marketing, and Social Media Marketing on Customer Satisfaction, with Customer Engagement Serving as An Intervening Variable
BT  - Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)
PB  - Atlantis Press
SP  - 15
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-698-7_3
DO  - 10.2991/978-94-6463-698-7_3
ID  - Bailia2025
ER  -