Analisis Dampak Content Marketing Terhadap Purchase Intention Produk Suplemen Fitnes Di Social Commerce TikTok Shop
DOI:
https://doi.org/10.61722/jemba.v2i5.1492Keywords:
Content Marketing, Customer Engagement, Perceived Value, Brand Image, Purchase IntentionAbstract
Perkembangan tren gaya hidup sehat dan olahraga di pusat kebugaran seperti melatih otot, kardio, dan ketahanan tubuh mendorong peningkatan konsumsi produk suplemen fitnes. Seiring dengan itu, platform social commerce seperti TikTok Shop semakin diminati karena mampu menggabungkan hiburan dan pengalaman belanja interaktif. Penelitian ini bertujuan untuk menganalisis dampak content marketing terhadap customer engagement, perceived value, dan brand image. Serta pengaruh customer engagement, perceived value, dan brand image terhadap purchase intention dalam konteks produk suplemen fitnes di social commerce TikTok Shop. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif yang mengumpulkan data melalui kuesioner dengan media google form yang disebarkan kepada 216 responden penelitian. Penelitian ini menggunakan teknik analisis structural equation modeling (SEM) dengan bantuan perangkat lunak SPSS 25 dan Amos 22. Hasil yang didapatkan pada penelitian ini menunjukkan bahwa content marketing berpengaruh secara positif dan signifikan terhadap customer engagement, perceived value, dan brand image. Selanjutnya didapatkan juga bahwa perceived value dan brand image berpengaruh secara positif dan signifikan terhadap purchase intention. Namun customer engagement tidak memiliki pengaruh terhadap purchase intention.
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