Dampak Content Marketing, Interaksi Media Sosial, Service Quality, Diskon Promo Terhadap Kepuasan Konsumen Pada Implora
DOI:
https://doi.org/10.35870/jemsi.v12i5.7068Keywords:
Content Marketing, Promo Discounts, Social Media Interaction, Customer Satisfaction, Service QualityAbstract
This study aims to analyze the impact of content marketing, social media interaction, service quality, promotional discounts on consumer satisfaction at Implora cosmetics in North Luwu with service quality as a mediating variable. Using quantitative methods, data were collected with an online questionnaire from 220 respondents who are users of Implora cosmetics in North Luwu which were then analyzed using SEM-PLS (Structural Equation Modeling-Partial Least Squares) with the help of SmartPLS4. Based on the evaluation of the external model, it shows good convergent and discriminant validity, with Average Variance Extracted (AVE) values > 0.50, Cronbach's Alpha > 0.70, and composite reliability > 0.70. The results of the hypothesis testing of content marketing, social media interaction, service quality and promotional discounts have a positive and significant effect on consumer satisfaction. In addition, Service quality as a mediating role in the relationship between content marketing, social media interaction and promotional discounts has a positive and significant effect on consumer satisfaction. The implications of this research indicate that local cosmetic companies need to integrate content marketing strategies, social media interactions, and promotional discounts with improved service quality to create more optimal consumer satisfaction in the digital era.
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