Research Article
The Impact of Mobile and Content Marketing on Customer Satisfaction: The Mediating Role of Customer Engagement in the Creative Industry (Case Study of Creative SMEs in North Sumatra)
@INPROCEEDINGS{10.4108/eai.16-9-2025.2361069, author={Hasyim Hasyim and Zulkarnain Siregar and Hendra Saputra and Saidun Hutasuhut}, title={The Impact of Mobile and Content Marketing on Customer Satisfaction: The Mediating Role of Customer Engagement in the Creative Industry (Case Study of Creative SMEs in North Sumatra)}, proceedings={Proceedings of the 7th International Conference on Innovation in Education, Science, and Culture, ICIESC 2025, 16 September 2025, Medan, Indonesia}, publisher={EAI}, proceedings_a={ICIESC}, year={2026}, month={3}, keywords={mobile marketing content marketing customer engagement customers satisfaction}, doi={10.4108/eai.16-9-2025.2361069} }- Hasyim Hasyim
Zulkarnain Siregar
Hendra Saputra
Saidun Hutasuhut
Year: 2026
The Impact of Mobile and Content Marketing on Customer Satisfaction: The Mediating Role of Customer Engagement in the Creative Industry (Case Study of Creative SMEs in North Sumatra)
ICIESC
EAI
DOI: 10.4108/eai.16-9-2025.2361069
Abstract
This study examines the influence of mobile marketing and content marketing on customer engagement and satisfaction in the digital economy era. The rise of the Industrial Revolution 5.0, characterized by human–machine collaboration in production and marketing, requires Small and Medium Enterprises (SMEs) to adapt quickly to remain competitive. Using an associative quantitative design, data were collected from 135 consumers of creative SMEs in North Sumatra through purposive non-probability sampling and distributed via Google Forms. Variables were measured using multiple indicators, while hypothesis testing was conducted using Structural Equation Modeling (SEM) with AMOS 26. The results indicate that mobile marketing and content marketing significantly enhance customer engagement and have a positive impact on the marketing performance of creative SMEs. This study enriches the marketing management literature by providing empirical evidence on the role of mobile and content marketing in strengthening customer engagement and satisfaction within the digital marketing context.
