PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION MELALUI MEDIASI CUSTOMER ENGAGEMENT PADA PENGIKUT TIKTOK @DENTARAJUT

Dhea Febrianti, - (2024) PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION MELALUI MEDIASI CUSTOMER ENGAGEMENT PADA PENGIKUT TIKTOK @DENTARAJUT. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis dampak pemasaran konten (content marketing) terhadap keterlibatan pelanggan (customer engagement) dan niat pembelian (purchase intention) pada platform media sosial TikTok. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari pengikut akun TikTok @Dentarajut. Analisis data dilakukan dengan metode statistik regresi untuk mengevaluasi hubungan antara variabel-variabel yang diteliti. Hasil penelitian menunjukkan bahwa pemasaran konten memiliki pengaruh signifikan terhadap keterlibatan pelanggan dan niat pembelian. Selain itu, keterlibatan pelanggan juga berperan sebagai mediator dalam hubungan antara pemasaran konten dan niat pembelian. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran digital yang lebih efektif di platform media sosial, khususnya dalam industri fashion. Implikasi praktis dari penelitian ini adalah memberikan wawasan bagi pelaku usaha untuk meningkatkan keterlibatan dan niat pembelian pelanggan melalui strategi pemasaran konten yang kreatif dan interaktif. This study aims to analyze the impact of content marketing on customer engagement and purchase intention on the TikTok social media platform. Using a quantitative approach, data were collected through questionnaires from followers of the TikTok account @Dentarajut. Data analysis was performed using regression statistical methods to evaluate the relationships between the variables studied. The results of the study indicate that content marketing significantly influences customer engagement and purchase intention. Furthermore, customer engagement acts as a mediator in the relationship between content marketing and purchase intention. This research contributes to the development of more effective digital marketing strategies on social media platforms, especially in the fashion industry. The practical implications of this research provide insights for business practitioners to enhance customer engagement and purchase intention through creative and interactive content marketing strategies. Keywords: Content Marketing, Customer Engagement, Purchase Intention, Social Media, TikTok

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Official URL: http://reository.upi.edu
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Adi Prehanto: 6745739
Uncontrolled Keywords: Pemasaran Konten, Keterlibatan Pelanggan, Niat Pembelian, Media Sosial, TikTok Content Marketing, Customer Engagement, Purchase Intention, Social Media, TikTok
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Dhea Febrianti
Date Deposited: 26 Sep 2024 09:57
Last Modified: 14 Oct 2024 08:00
URI: http://repository.upi.edu/id/eprint/126278

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