Digital Marketing, Product Quality, and Marketing Mix Construct: A Structural Equation Model on Customer Engagement among Coffee Shops in the Municipality of Santo Tomas

Connie Jean C. Rebote, Maria Lhoraine N. Marin, John Mark B. Lazaro and Helaria B. Carmona
Additional contact information
Connie Jean C. Rebote: Student, Santo Tomas College of Agriculture Sciences and Technology,
Maria Lhoraine N. Marin: Student, Santo Tomas College of Agriculture Sciences and Technology,
John Mark B. Lazaro: Instructor, Santo Tomas College of Agriculture Sciences and Technology,
Helaria B. Carmona: Vice-President, Santo Tomas College of Agriculture Sciences and Technology

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 5041-5058

Abstract: Customer engagement is an attachment between a business and its customers, reflecting loyalty, satisfaction, and brand interaction. This study explores how digital marketing, product quality, and the marketing mix influence customer engagement. Data were collected from 200 consumers, with descriptive-causal and structural equation modeling (SEM) used for analysis. Descriptive statistics (mean) were applied first, followed by Pearson’s correlation, multiple regression, and SEM. Results indicated that digital marketing often influences customer engagement, while product quality and the marketing mix consistently affect it. A positive, significant correlation was found between the exogenous variables (digital marketing, product quality, and marketing mix) and customer engagement. SEM revealed that digital marketing significantly impacts both product quality and the marketing mix, which in turn enhances engagement. Additionally, entertainment and interactivity were identified as key factors in consumer behavior. The study concludes that improving customer engagement requires a strategic focus on digital marketing, high product quality, and an optimized marketing mix. Businesses may integrate these elements to strengthen their emotional connection with customers and boost satisfaction and loyalty.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-5/5041-5058.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... lity-of-santo-tomas/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-5:p:5041-5058

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().