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Journal : Journal of Social Commerce

The Influence of Visual Content on TikTok Social Media Toward Customer Engagement in the Food and Beverage Industry on Product Purchase Decisions Anggara, Dwi Erlanda; Rahma, Tri Inda Fadhila; Yanti, Nursantri
Journal of Social Commerce Vol. 5 No. 4 (2025): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v5i4.195

Abstract

The purpose of this research is to provide insights into the extent to which visual content on TikTok influences customer engagement, how significantly customer engagement affects purchasing decisions, and the relationship between visual content on TikTok and customer engagement in making product purchase decisions. This study employs a quantitative method with an explanatory research approach. Data were collected through questionnaires distributed to 80 consumers of Sinar Utama chicken noodles. The analysis technique used is Path Analysis via SmartPLS software version 3.3. The measurements applied include the outer model assessment, mediation test, and inner model assessment. The findings from the field demonstrate that: (1) Attractive visual content significantly enhances customer engagement because strong visuals are able to capture attention, thereby encouraging interactions that increase interest in the product. (2) Customer engagement plays a crucial role in influencing purchasing decisions by building trust, loyalty, and emotional connections, which can drive customers to buy. (3) Customer engagement serves as a mediator between attractive visual content and purchasing decisions, as emotional involvement and customer interaction with visual content strengthen the decision-making process to purchase the product.
Co-Authors adelika, adelika Ahnaf, Muhammad Naufal Andri Soemitra Anggara, Dwi Erlanda Anggraini, Adisty Annisa, Fadia Aprillia, Nur Aqwa Naser Daulay Arif, Atika Arnida Wahyuni Lubis atika Atika Atika Aulia Rahman Awaliya, Awaliya Ayu Wulandari Ayunda, Antin Baehaqi Barus, Rasmita Tiara Br Bayani, Luthfiah Nur Br Silalahi, Noni Novita Sari Cahaya, Nilam Damanik, Muhammad Rifki Dewi, Cindy Kumala Dharma, Budi Fadila Syafitri, Diana Fadila, Shintiya Hafiza, Dara Handayani, Suri Sakinah Harahap, Minta Ade Doliana Harahap, Muhammad Ikhsan Harahap, Muhammad Risalah Harahap, Rahmat Daim Hayani, Nur Syamsidah Hermain, Hendra Imnur, Raudhatul Hasanah Imsar, Imsar Indradewa, Rhian Isnaini Harahap Jannah, Nurul Juliana Nasution Juro, Az-Zahra Kusmilawaty, Kusmilawaty Lubis, Dinda Fahira Lubis, Hana’ Salsabila M Marliyah Maha, Nurita Manik, M. Bay Hakqi Marissa, Sasa Marliyah, Marliyah Maulana, Gilang Saka Muhaisin, Ahmad muhammad Syahbudi, muhammad Mustapa  Khamal  Rokan Musyafa, Muhammad Helma Nabila, Dara Nasution, Annio Indah Lestari Nasution, Doly Anwar Nasution, Hafizah Mahira nasution, indah sari Nasution, Irsan Al Fadhil Nasution, Juliana Nur Fadhilah Ahmad Hasibuan Nursantri Yanti Nurul Inayah Nurul Jannah Oktaviani, Tesya Panjaitan, Latifah Hanum Br Pohan, Novita Sari Putri, Indry_Anggraini Qarni, Waizul Raden Mohamad Herdian Bhakti Rahmah, Azizah Rahmani, Nur Ahmadi Bi Rahmatillah, Riska Rahmi Syahriza, Rahmi Ramadiansyah, Ridho Romadhon , Fauzi Ahmad Sahima Hsb, Indah Saparuddin Siregar Sarah, Fitria Sari, Meyana Siagian, Tyo Rizky Simanullang, Ainil Harnita Siregar, Ahmad Rajin Siregar, Sonia Afna Sugianto Sugianto Sugianto Suhairi Suhairi Suwarni Suwarni Syafrizal, Muhammad Syahputra, Muhammad Ibnu Syahputri, Dea Aulia Syahputri, Kharisma Syamsiar, Syamsiar Tuti Anggraini Virdinia, Thasya Wani, Anis Syafa Zein, Gilang Hardian