Analysis of Digital Content Marketing Quality on the Port of Gorontalo’s Digital Channels: A Study of Passengers and Prospective Users
Keywords:
Digital Content Marketing, Content Quality, Port Services, Descriptive Study, Gorontalo
Abstract
This study analyzes the quality of digital content marketing on the digital channels of the Port of Gorontalo, focusing on passengers and prospective users who had accessed the port's digital channels before travelling. A descriptive quantitative approach was used, with data collected through a closed questionnaire measuring six dimensions of content quality (information relevance, completeness and clarity, credibility, update regularity, visual appeal, and ease of interaction) on a five-point Likert scale across eighteen items. Respondents were selected through purposive sampling (N = 100), and the data were analyzed using descriptive statistics with interval-based categorization. The results show that the overall quality of digital content is good (mean 3.48) but uneven across dimensions. Information credibility is the strongest dimension (3.72), whereas update regularity (3.16) and ease of interaction (3.24) are the weakest, falling into the moderate category. Because these two weakest dimensions are the most decisive for transport users, the study recommends that the port prioritize regular information updates, strengthen two-way interaction, clarify calls to action toward the ticketing channel, and tailor its platform strategy to user age segments.
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Alsheyab, M. A., & Omar, A. (2025). The Mediating Role of Customer Engagement in the Relationship between Digital Content Marketing on Social Media and Intention to Visit: A Conceptual Study of Domestic Tourism in Jordan. International Journal of Academic Research in Economics and Management Sciences, 14(2). https://hrmars.com/index.php/IJAREMS/article/view/25639
Coutinho, F., Dias, A., & F. Pereira, L. (2023). Credibility of social media influencers: Impact on purchase intention. Human Technology, 19(2), 220–237. https://doi.org/10.14254/1795-6889.2023.19-2.5
Faridi, M. R., Malik, A., Khan, N. A., Iqbal, A., & Khan, S. (2024). E-WOM across Digital Channels: A Comparison of E-commerce and Social Media Impact on Consumer Purchase Intentions. Innovative Marketing, 20(4), 192–205. https://doi.org/10.21511/im.20(4).2024.17
Hair, J. F. ., Black, W. C. ., Babin, B. J. ., & Anderson, R. E. . (2019). Multivariate data analysis Joseph F. Hair, Jr. (University of South Alabama), William C. Black (Louisiana State University), Barry J. Babin (Louisiana Tech University), Rolph E. Anderson (Drexel University). Cengage.
Henriquez-Jara, B., Arriagada, J., & Tirachini, A. (2025). Impact of Real-Time Information on Passenger Satisfaction across Varying Public Transport Quality Levels in 13 Chilean Cities. Transportation Research Part A: Policy and Practice, 200, 104250. https://doi.org/10.1016/j.tra.2025.104250
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: A Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Islam, Md. A., & Bhuiyan, Md. A.-F. (2023). Social Media Adoption in the Public Sector of Bangladesh: Progress and Efficiency. Information Polity, 28(3), 357–372. https://doi.org/10.3233/IP-239011
Karampela, M., Lacka, E., & McLean, G. (2020). ``Just Be There’’: Social Media Presence, Interactivity, and Responsiveness, and Their Impact on B2B Relationships. European Journal of Marketing, 54(6), 1281–1303. https://doi.org/10.1108/EJM-03-2019-0231
Kendle, Y., & Chipangura, B. (2024). Evaluating the Success of a Mobile Self-Service Application Using the DeLone and McLean Model. South African Journal of Information Management, 26(1), a1835. https://doi.org/10.4102/sajim.v26i1.1835
Ladha, N., Maheshwari, P., Sharma, V., & Siddiqui, N. B. (2024). Two Decades of Content Marketing: A Systematic Review and Future Research Directions. Acta Universitatis Bohemiae Meridionalis, 27(2), 1–30. https://doi.org/10.32725/acta.2024.006
Lapresta-Romero, S., & Hernández-Ortega, B. (2025). Digital Content Marketing: A Systematic Literature Review and Research Agenda. International Journal of Consumer Studies, 49(6), e70122. https://doi.org/10.1111/ijcs.70122
Mulyadi, K. S., Rifai, A. I., & Sari, Y. A. (2026). Evaluation of Ferry Passenger Satisfaction in Batam City Based on Perceptions of Safety, Comfort, and Service Quality. Journal of Civil Engineering and Planning, 7(1), 41–47. https://doi.org/10.37253/jcep.v7i1.12038
Noor, M. (2022). The Effect of E-Service Quality on User Satisfaction and Loyalty in Accessing E-Government Information. International Journal of Data and Network Science, 6(3), 945–952. https://doi.org/10.5267/j.ijdns.2022.2.008
Pew Research Center. (2024). Americans’ Social Media Use.
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The Impact of Social Media Marketing on Purchase Intention: The Mediating Role of Brand Trust and Image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Song, J. V., Hartley, K., Stream, C., & Word, J. (2024). Analyzing E-Government Agencies’ Twitter/X Engagement: A Case Study of Nevada. Online Journal of Communication and Media Technologies, 14(4), e202450. https://doi.org/10.30935/ojcmt/15015
Wahid, R. (2025). Content Marketing Cues for Customer Engagement on Social Media [University of Jyväskylä]. https://jyx.jyu.fi/handle/123456789/106587
Published
2026-10-27
How to Cite
Tineke Wolok, Mohammad Andrik Yusron, Febrianto, A., Suronoto, M. D., & Rahman, Z. (2026). Analysis of Digital Content Marketing Quality on the Port of Gorontalo’s Digital Channels: A Study of Passengers and Prospective Users. International Journal of Economics, Business and Innovation Research, 5(06), 1972-1988. https://doi.org/10.63922/ijebir.v5i06.7057
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