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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 Adelia Azizi Admar, Ok Agam Afrian Andika Yumna Afwan Hafizh Ahmad Amin Dalimunthe Ahmad Syakir Ajeng Manjana Aldino, Imam Alicia, Febi Amelia, Anika Ananda Ibnu Sobri Hsb Andri Soemitra Angga Putra Suhadi Anggara, Dwi Erlanda Anggraini, Bunga Anisya Putri Syam Sinambela Annio Indah Lestari Nasution Aqashah, Faisal Arafah, Adinda Arifin Fauzi Lubis Arnida Wahyuni Lubis Arnida Wahyuni Lubis Arya Farhan Asmuni Asshifa Nazila Aridzki Atika Atika Atika Suri Azhri Akmal Tarigan Batubara, Soraya Alyya Syam Bi Rahmani, Nur Ahmadi Budi Harianto, Budi Budi Prianto Dara Puspita Dedek Joefanny Della, Della Alvionita Desi Rahmawati Supraja Dimas Azhari Dwi Septialamsyah Elsa, Nazwa Alpuja Erlina Erlina Erna Sipahutar Etika Manda Sari Rangkuti Fachry Abda El Rahman Fadila, Shintiya Fadilla Khairunnisya Siregar Februari, Budi Filda, Muhammad Amrozi Hafidah Ayu Kusnadi Hani, Zulfa Harahap, M. Ikhsan Harahap, Muhammad Ikhsan Hendra Harmain Hotmaida, Hotmaida Hsb, Sarmania Hutabarat, Nadya Namora Ian Alfian Iin Prasetyo Ilhami Nasution, Muhammad lathief Indah Wahyuni Indradewa, Rhian Juliana Nasution Juwairiazizah Rasta K, Kamilah Kamila K Kamilah, Kamilah Khairina, Nabila Lailanur Fadillah Nasution Larah, Anggi Dwi Lesmana, Angga Leswara, Malda Davitha Lisa Chintiya Tambunan Lubis, Herlina Lubis, Nursakilah Lubis, Nurul Amaliyah M Arif Haikal Lubis M. Ikhsan Harahap Maidalena, Maidalena Manurung, Ibnu Syawali Manurung, Khoirul Ardani Marliyah Marliyah Marliyah, Marliyah Marliyah, Marliyah Maryam Batubara Medeni, Desi Chintiara Miftahul Jannah Hasibuan Muhammad Andre Wardhana Muhammad Anwar Muhammad Arif Muhammad Arif Haikal Lubis Muhammad Da’i Arham Muhammad Farhan Muhammad Fauzan Muhammad Ikhsan Harahap Muhammad Lathief Ilhamy Nasution Muhammad Naufal, Muhammad Muhammad Ramadhan muhammad Syahbudi, muhammad Muhammad Zieo Addefrid Putra Munthe, Yusromuin Mustafa Khamal Rokan Nadya Ervina Nadya Namora Hutabarat Nasution, Annio Indah Lestari Nasution, Annio Indah Lestari Nasution, Fathia Zuhra Nasution, Juliana Nasution, Muhammad Lathief Ilhammy Nasution, Sakinah Jahrani Natasya, Adelia NUR AHMADI BI RAHMANI Nur Ahmadi Bi Rahmani Nuraini Nuraini Nurbaiti Nurhayani Nurhayani Nuri Aslami Nurlaila Nurlaila Nurul Inayah Nurul Inayah Nurul Inayah Nurul Jannah Nurul Wahidah Nurwani Ongku Indramora Siregar Pulungan, Silviani Purba, Febri Andriawan Puspa, Chairunnisa Dian Putri, Dinda Karunia Putri, Riri Dwita Rafika Afifah Angkat Rafli, Mhd Rahma, Tri Inda Fadhila Rahmad Syah Rizal Rahmatul Fadilah Rahmi Syahriza Rahmi Syahriza, Rahmi Reni Dwijaya RENI TANIA PURBA Reni Yusnita Ridayanti Ridayanti Risma Warti Ritonga, Aprilia Amanda Ritonga, Dendi Dwi Ritonga, Lilis Suryani Rizki Hambali Hsb Sahri Aramiko Saidah Khairiyah Hasibuan Salman Al-faridzi Saparuddin Siregar Sari, Della Puspita Shabira, Yusra Silalahi, Purnama Ramadani Silvia Anggrie Nst Silvia Fransiska Simanjuntak, Indah Siregar, Atika Siti Hot Nita Hasibuan Siti Rohani Siti Zumara Sri Mutia Fazira Sri Ramadhani Sri Sudiarti Sri Sudiarti Sri Sudiarti sri sudiarti sri sudiarti Suhairi Suhairi Sulistya Ningsih, Inten Suri, Atika Susi Apriliani Syakir, Ahmad Tiwi Bastari Batubara Tri Inda Fadhila Rahma Tri Inda Fadhila Rahma Tri Inda Fadhila Rahma Trisnawati Tuti Anggraini Tuti Anggraini Vania Sally Nabila Wahyu Syarvina Waizul Qarni Wicaksana Dwi Prasetiyo Wili Dani Anwar Soleh Siregar Winda Irmayani Sijabat Windy Puspita Yenni Samri Juliati Nasution YENNI SAMRI JULIATI NASUTION, YENNI SAMRI JULIATI Yuhda, Ahmad Sabili Yuliana Yuliana Yusra Amelia Hsb Zainarti Zuhrinal M. Nawawi Zulfa Khoiriah Zulfahani