ASSESSING THE EFFECT OF CONTENT QUALITY ON CUSTOMER ENGAGEMENT AMONG BUSINESS EDUCATION STUDENTS: A CASE STUDY OF SFGIANDRA CONTENT

Abstract

This investigation endeavors to examine the influence of content quality on customer engagement among students enrolled in the Business Education Study Program at Universitas Pendidikan Indonesia (UPI), utilizing Sfgiandra digital content as the empirical context. The research employs a quantitative methodology with a causal associative research design. The study population comprises 395 active Business Education students, from which a sample of 80 respondents was determined through the application of Slovin's formula with a 10% margin of error, employing purposive sampling techniques. Data collection was executed through a Likert-scale questionnaire encompassing two principal variables: content quality, which incorporates dimensions of relevance, clarity, uniqueness, and visual appeal; and customer engagement, which encompasses cognitive, affective, and behavioral engagement dimensions. Statistical analysis was conducted utilizing simple linear regression analysis facilitated by SPSS version 26 software. The findings demonstrated that content quality exerted a positive and statistically significant effect on customer engagement, as evidenced by an unstandardized regression coefficient (B) of 1.512, a t-statistic of 7.377, and a significance level of 0.000 (p<0.05). These empirical results indicate that high-quality, contextually relevant, and aesthetically appealing content can efficaciously enhance student engagement and fortify brand-consumer relationships. This research underscores the critical importance of disseminating authentic and substantive content while contributing to the scholarly understanding of digital marketing effectiveness within educational contexts. It is recommended that subsequent investigations incorporate moderating variables such as content typology or influencer collaborations to further elucidate engagement enhancement strategies