Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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The Effect of Instagram Content Marketing on Customer Retention With Customer Engagement As A Mediation Variable in Panties Pizza Restaurant Padang

Authors
Laras Arizal Putri1, *, Muthia Roza Linda1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: larasarizal0@gmail.com
Corresponding Author
Laras Arizal Putri
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_85How to use a DOI?
Keywords
Content Marketing; Customer Engagement; Customer Retention
Abstract

The increase in the amount of pizza consumption in the city of Padang has increased the competition in the pizza restaurant business, so it is important for companies to create a marketing strategy to attract consumers in order to increase the company’s competitive advantage, by utilizing digital marketing, maintaining customer involvement with the aim of encouraging consumers to make purchases online. Repeated and consistent with the product. This study aims to analyze the effect of Instagram Content Marketing on Customer Retention with Customer Engagement as a mediating variable at Panties Pizza Padang Restaurant. The sample used in this study was 180 respondents with the criteria of people who had shopped at Panties Pizza Padang Restaurant, followed the Panties Pizza Padang Instagram account and had seen Panties Pizza Padang Instagram content. Research data was collected using a questionnaire through the Google form. This study was analyzed using SEM analysis with SmartPLS software version 4.0.9.1. The results of this study indicate that content marketing has a significant effect on customer retention, customer marketing has a significant effect on customer engagement, customer engagement has a significant effect on customer retention and content marketing has a significant effect on customer retention through customers engagement as a mediating variable.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_85How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Laras Arizal Putri
AU  - Muthia Roza Linda
PY  - 2025
DA  - 2025/09/16
TI  - The Effect of Instagram Content Marketing on Customer Retention With Customer Engagement As A Mediation Variable in Panties Pizza Restaurant Padang
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 1036
EP  - 1053
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_85
DO  - 10.2991/978-94-6463-839-4_85
ID  - Putri2025
ER  -