Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Management - Small and Medium Enterprises (SME's)
Hafid Kholidi Hadi
Digital Business, Faculty of Economics and Business, Surabaya State University
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE EFFECT OF CONTENT MARKETING AND BRAND IMAGE ON PURCHASE INTENTION OF SPECS PRODUCTS ON TIKTOK SHOP Dimas Satria Ramandha; Ika Diyah Candra Arifah; Hafid Kholidi Hadi; Muhammad Fachmi
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.26646

Abstract

This study aims to analyze the influence of Content Marketing and Brand Image on Purchase Intention toward Specs products on TikTok Shop. The research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 as the analytical tool. Data were collected through an online questionnaire distributed to 125 respondents who are active TikTok users and have purchased Specs products through TikTok Shop within the last six months. The findings reveal that Content Marketing has a positive and significant effect on Purchase Intention, indicating that engaging, informative, and value-driven content can effectively encourage consumers’ buying interest. In addition, Brand Image also demonstrates a positive and significant influence on Purchase Intention and emerges as the more dominant factor in shaping consumer intention. The coefficient of determination (R²) value of 0.613 indicates that Content Marketing and Brand Image jointly explain 61.3% of the variance in Purchase Intention. These findings highlight the importance of integrating effective digital content strategies with strong brand image development to strengthen consumer purchase intention in the social commerce environment of TikTok Shop. Keywords: Content Marketing; Brand Image; Purchase Intention; TikTok Shop
Co-Authors Dimas Satria Ramandha Ika Diyah Candra Arifah Muhammad Fachmi