<![CDATA[TikTok social media is currently one of the platforms widely used as a means of entertainment as well as digital marketing media. This study aims to determine how strong the relationship is between exposure to @naylajsmn unboxing content and interest in purchasing Pop Mart products. This study uses the Stimulus-Organism-Response (S-O-R) theory as the theoretical basis with the dimensions of content exposure studied including frequency, attention, and duration, while purchase intention is measured based on Ferdinand’s purchase intention indicators. This study uses a quantitative method with a correlational approach. The data collection technique was carried out through distributing questionnaires to viewers of unboxing content on the TikTok account @naylajsmn who left comments. The research sample consisted of 85 respondents determined using probability sampling techniques. The results showed that there was a positive and significant relationship between content exposure and purchase intention of 0.842 which was included in the Very Strong category and had a positive significance value. Then in the sub variables, the frequency dimension had a relationship of 0.641 which was included in the strong category, the attention aspect was 0.741 which was included in the strong category, and the duration dimension was 0.780 which was included in the strong category. Media sosial TikTok saat ini menjadi salah satu platform yang banyak digunakan sebagai sarana hiburan sekaligus media pemasaran digital. Penelitian ini bertujuan untuk mengetahui seberapa besar hubungan terpaan konten unboxing @naylajsmn dengan minat beli produk Pop Mart. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) sebagai landasan teori dengan dimensi terpaan konten yang diteliti meliputi frekuensi, atensi, dan durasi, sedangkan minat beli diukur berdasarkan indikator minat beli menurut Ferdinand. Penelitian ini menggunakan metode kuantitatif dengan pendekatan korealasional. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada penonton konten unboxing akun TikTok @naylajsmn yang meninggalkan komentar. Sampel penelitian berjumlah 85 responden yang ditentukan menggunakan teknik probability sampling. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara terpaan konten dan minat beli sebesar 0.842 yang termasuk dalam kategori Sangat Kuat dan nilai signifikansinya positif. Kemudian pada sub variabel, dimensi frekuensi memiliki hubungan sebesar 0.641 yang termasuk dalam kategori kuat, aspek atensi 0.741 yang termasuk dalam kategori kuat, dan dimensi durasi sebesar 0.780 yang termasuk dalam kategori kuat.]]>
