IMPLEMENTATION OF THE CONTENT MARKETING STRATEGY BY SMJ BY MBOK JUDES BANYUWANGI TO INCREASE CUSTOMER ENGAGEMENT

Technological advances are an opportunity for the regional culinary industry to develop along with development of marketing 4.0 which makes this subsector more competitive. Social media is one type digital that often used by business actors in promoting. One them implementing content marketing. Based on results study stated main purpose strategy increase customer engagement. This research a qualitative descriptive conducted at SMJ Mbok Judes restaurant, Banyuwangi District, Regency. uses snowball sampling technique determining informants. generates engagement through consumer responses mapped into 3 dimensions including cognitive, affective, and behavioral Cognitive involvement form level interest information from content. Affective formed based enthusiasm satisfaction Behavioral sharing supporting behavior.