Developing a measurement tool for content engagement across the customer journey: A pilot study

The rise of digital training platforms in Indonesia necessitates the development of robust measurement tools to assess participant engagement effectively. PT Global Edukasi Talenta Incubator (GeTI) implements a Digital Communication Management (DCM) strategy using WhatsApp Business as the main content distribution channel. This study aims to develop a measurement tool to evaluate how different types of content educational, product-related, and cause-related affect content engagement across the customer journey stages: pre-purchase, purchase, and post-purchase. The research adopts the antecedents and consequences of trust model adapted from Salonen et al. (2024), integrating moderating variables such as brand familiarity and social media usage. A pilot test with 30 respondents was conducted to assess content validity, face validity, and reliability using SPSS. Results showed that all 35 questionnaire items across 7 constructs met the validity (CITC > 0.3) and reliability (Cronbach’s Alpha > 0.7) thresholds. The proposed measurement tool is therefore appropriate for further use in full-scale studies on digital engagement in educational settings.