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All Journal JURNAL MANAJEMEN MOTIVASI
Madyoratri, Maria Helena Putri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of Content Marketing and Electronic Word of Mouth on the TikTok Platform Toward the Consumer Behavior of The Originote Products Madyoratri, Maria Helena Putri; Susanti, Ety Dwi
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8267

Abstract

This study investigates the influence of content marketing and electronic word of mouth on the consumer behavior of The Originote products, especially among Generation Z in Surabaya. A quantitative approach with purposive sampling was applied, involving 100 respondents. Data were analyzed using multiple linear regression to examine both partial and simultaneous effects. The results reveal that both variables significantly influence consumer behavior. However, content marketing has a more dominant partial effect than electronic word of mouth. This indicates that content marketing is a more effective digital strategy in encouraging consumer behavior, particularly through engaging and well-designed content on TikTok
Co-Authors Susanti, Ety Dwi