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All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Maker: Jurnal Manajemen Jurnal Ekonomi ProBisnis : Jurnal Manajemen Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Multidisiplin Sahombu Public Service And Governance Journal Abdimas Paspama
Sugito Sugito
Universitas Medan Area
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Influence of Content Marketing Strategy on Consumer Engagement on Social Media Platforms Sugito, Sugito; Anto Tulim; Erbin Sitorus; Taufiq Azmi Harahap; Rayu Sri Wahyuni
Jurnal Multidisiplin Sahombu Vol. 5 No. 07 (2025): Jurnal Multidisiplin Sahombu, November (2025)
Publisher : Sean Institute

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Study This aim is to analyze influence strategy marketing content towards engagement consumers on the TikTok platform in context fashion industry. TikTok as a short video- based media own strong visual characteristics and level high interaction, so​ strategy content become factor determinant in interesting attention as well as build involvement users. Research This use approach quantitative with method survey through distributed Likert 1–5 questionnaire to users TikTok active 18–40 years old​ follow and consume fashion content. The sampling technique used is combined purposive sampling with stratified sampling based on gender and group age. Data analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to test influence variables quality content, consistency uploads, relevance content, and visual elements on consumer engagement. Research results show that all over dimensions strategy marketing content has influence positive and significant on engagement. Visual elements and quality content proven become the most dominant factor, followed by relevance content and consistency uploads. In addition, engagement was found play a role as an important mediator that connects strategy marketing content with purchase intention. Findings This support the theory of Media Richness, Source Credibility, Uses and Gratifications, and the Hierarchy of Effects Model in context short video- based digital marketing. In practical, research This give recommendation for fashion brands to prioritize visual quality, storytelling, and design encouraging content​ interaction organic use increase engagement and potential purchase. Research this also provides opportunity to study advanced with enter variables moderation and behavioral data current TikTok.
Socialization Of The Importance Of Continuing Higher Education And Increasing Business Interest For High School Students Zahara Meutia; Aryani Sairun; Putri Mauliza; Sugito Sugito; Amril Amril
Abdimas Paspama Vol. 3 No. 01 (2024): Abdimas Paspama, December 2024
Publisher : Abdimas Paspama

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This socialization was carried out at the Al Fattah College Foundation High School. This socialization aims to provide awareness of the importance of continuing their education to college and foster students' interest in business. This activity method consists of 3 stages, namely service planning, service implementation and evaluation. The result of this activity was that Al-Fattah Foundation High School students received information about the world of campus as well as motivation about the importance of continuing their education to college and interest in business. This activity was carried out well as seen from the enthusiasm of all participants and the smooth running of the socialization.
Co-Authors Adelina Lubis Amelia Yuliana Amril Amril Amrin Mulia Amrin Mulia Nasution Aryani Sairun Erbin Sitorus Fanny Amalia Ika Melati Puji Asputri Jafar Syahbuddin Ritonga Muhammad Hafiandi Prahada Muhammad Yamin Siregar Putri Ezramia Pasaribu Putri Mauliza, Putri Rayu Sri Wahyuni Said Maulana Ishak Sirait Taufiq Azmi Harahap Tulim, Anto Wan Rizca Amelia Yuni Syahputri