The Effect of Instagram Content Marketing on Customer Retention With Customer Engagement As A Mediation Variable in Panties Pizza Restaurant Padang

Laras Arizal Putri () and Muthia Roza Linda
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Laras Arizal Putri: Universitas Negeri Padang
Muthia Roza Linda: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1036-1053 from Springer

Abstract: Abstract The increase in the amount of pizza consumption in the city of Padang has increased the competition in the pizza restaurant business, so it is important for companies to create a marketing strategy to attract consumers in order to increase the company’s competitive advantage, by utilizing digital marketing, maintaining customer involvement with the aim of encouraging consumers to make purchases online. Repeated and consistent with the product. This study aims to analyze the effect of Instagram Content Marketing on Customer Retention with Customer Engagement as a mediating variable at Panties Pizza Padang Restaurant. The sample used in this study was 180 respondents with the criteria of people who had shopped at Panties Pizza Padang Restaurant, followed the Panties Pizza Padang Instagram account and had seen Panties Pizza Padang Instagram content. Research data was collected using a questionnaire through the Google form. This study was analyzed using SEM analysis with SmartPLS software version 4.0.9.1. The results of this study indicate that content marketing has a significant effect on customer retention, customer marketing has a significant effect on customer engagement, customer engagement has a significant effect on customer retention and content marketing has a significant effect on customer retention through customers engagement as a mediating variable.

Keywords: Content Marketing; Customer Engagement; Customer Retention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-839-4_85

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