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

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.