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

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.