The Role of Content Marketing and Social Media Marketing in Creating Customer Engagement in a Beauty Clinic

This study aims to analyze the role of Content and Social Media Marketing in increasing Customer Engagement at Beauty Clinics in South Kalimantan. This study was conducted at 48 beauty clinics spread across South Kalimantan Province. The research population consists of customers who have visited beauty clinics more than once. This study uses descriptive analysis, which requires sufficient analysis units ranging from 100 to 200. Considering the loyal behavior toward beauty clinic services, the research population was four times that of beauty clinics (48 beauty clinics) spread across three major cities in South Kalimantan. Therefore, the research population consists of: 4 X 48 = 192 customers who consume beauty clinic services. The sampling technique used in this study is the census method. The results show that customer engagement can be a social media strategy for beauty clinics in driving content marketing and utilizing social media marketing to maintain customer engagement, making it an appropriate strategy for social media marketing to retain customers and content marketing.