Mediation of Customer Engagement: Creating Convenience and Perceived Quality on Customer Satisfaction at the Distributors of Rice in Indonesia

By investigating the impact of convenience and high-quality service on customer satisfaction at rice agents in West Java, this study seeks to analyze and elucidate the significance of customer engagement. The research population for this quantitative study is rice agents in West Java (Cirebon Region). The survey included 130 respondents who had worked as rice agents for four years as the sample. Questionnaires were used to collect data, which were then analyzed using AMOS software and the structural equation model approach. The analysis's findings demonstrate that consumer involvement is positively and significantly impacted by perceived quality and ease. Additionally, the happiness of rice agents in West Java is positively impacted by the mediating role of customer involvement between convenience and quality.The convenience factor in developing and raising the pleasure of rice agents is where the study's innovative findings reside. Furthermore, customer involvement plays a crucial role in hastening the rise in rice agents' contentment in West Java, and prior research on the subject of customer engagement and rice agents' satisfaction in West Java has been conducted.