The Influence of Content Marketing on Customer Engagement with Social Media Marketing Mediating Variables at the Idaman Hati Inpatient Clinic, Malang

Abstract

This research aims to determine the effect of content marketing on customer engagement with the mediating variable of social media marketing. This type of research is explanatory research which explains the causal relationship between variables through hypothesis testing. This study used a sample of 193 patients who had visited more than twice in 2023 at inpatient clinic, Malang. Data analysis uses path analysis. From the results of testing the four hypotheses, it can be concluded that content marketing has a significant effect on customer engagement. Content marketing has a significant influence on social media marketing. Social media marketing has a significant effect on customer engagement. Content marketing has a significant effect on customer engagement mediated by social media marketing.