PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP PURCHASE DECISION : Studi Kasus Konsumen Produk Specs di TikTok Shop

Agus Rismawan, - and Asep Miftahuddin, - and Eka Surachman, - (2025) PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP PURCHASE DECISION : Studi Kasus Konsumen Produk Specs di TikTok Shop. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Peningkatan pesat penggunaan media sosial, khususnya TikTok, mendorong pelaku bisnis untuk mengoptimalkan strategi pemasaran digital guna memengaruhi keputusan pembelian konsumen. Salah satu brand lokal yang turut hadir di platform TikTok Shop adalah Specs, namun tren penjualannya cenderung menurun meskipun memiliki jumlah pengikut yang tinggi. Fenomena ini menandakan perlunya evaluasi terhadap efektivitas content marketing dan penggunaan influencer sebagai strategi pemasaran. Oleh karena itu, penelitian ini bertujuan untuk mengetahui gambaran umum content marketing, influencer, dan purchase decision serta menganalisis pengaruh keduanya terhadap purchase decision konsumen produk Specs di TikTok Shop. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan kausal. Responden dalam penelitian ini berjumlah 399 orang, dengan kriteria merupakan pengikut akun TikTok @specs.indonesia dan pernah melakukan pembelian produk lebih dari satu kali. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara daring. Analisis data menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa content marketing dan influencer memiliki pengaruh positif dan signifikan terhadap purchase decision. Secara deskriptif, ketiga variabel berada pada kategori tinggi, yang menandakan efektivitas strategi pemasaran digital melalui media sosial TikTok. Oleh karena itu, perusahaan sebaiknya meningkatkan konsistensi, kualitas, dan nilai informatif dalam content marketing, serta menjalin kolaborasi dengan influencer yang relevan agar dapat meningkatkan keputusan pembelian konsumen. The rapid growth of social media usage, particularly TikTok, has encouraged businesses to optimize their digital marketing strategies in order to influence consumer purchase decisions. One of the local brands that has joined the TikTok Shop platform is Specs. However, despite having a large number of followers, its sales trend tends to decline. This phenomenon indicates the need to evaluate the effectiveness of content marketing and the use of influencers as marketing strategies. Therefore, this study aims to provide an overview of content marketing, influencers, and purchase decisions, as well as to analyze the influence of both on the purchase decisions of Specs product consumers on TikTok Shop. This research uses a quantitative method with a descriptive and causal approach. The respondents consisted of 399 individuals who follow the TikTok account @specs.indonesia and have made purchases of the product more than once. Data was collected through online questionnaires. The data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the help of SmartPLS software. The results show that both content marketing and influencers have a positive and significant effect on purchase decisions. Descriptively, all three variables fall into the high category, indicating the effectiveness of digital marketing strategies through TikTok social media. Therefore, the company should enhance the consistency, quality, and informative value of its content marketing, as well as collaborate with relevant influencers to increase consumer purchase decisions.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing EKA SURACHMAN : 5979141 ASEP MIFTAHUDDIN : 6750370
Uncontrolled Keywords:	Content Marketing, Influencer, Purchase Decision, TikTok Shop, SEM-PLS Content Marketing, Influencer, Purchase Decision, TikTok Shop, SEM-PLS
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Agus Rismawan
Date Deposited:	29 Sep 2025 03:23
Last Modified:	29 Sep 2025 03:23
URI:	http://repository.upi.edu/id/eprint/140811

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