The Mediating Effect of Brand Equity on the Relationship Between Marketing Mix and Customer Engagement for Online Food Delivery Services

Abstract

This paper explored the mediating effect of brand equity on the relationship between marketing mix and customer engagement for online food delivery services. The respondents of the study were 305 online food delivery customers which were chosen using stratified sampling. There were three modified survey questionnaires utilized, as well as face-to-face and e-survey data collection methods. This study utilized non-experimental quantitative research utilizing the descriptive-correlation approach and mediation analysis. The weighted Mean, Standard Deviation, Pearson Product-Moment Correlation Coefficient, Multiple Regression Analysis, and Path Analysis were used to analyze the data. The result revealed that the respondents have high levels of brand equity, marketing mix, and customer engagement. The relationship between marketing mix and customer engagement, marketing mix and brand equity, and brand equity and customer engagement were found to be statistically significant. Moreover, the result also shows that brand equity partially mediates the relationship between marketing mix and customer engagement. Implications of the study findings are presented.