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All Journal Jurnal Ecogen Profit: Jurnal Manajemen, Bisnis dan Akuntansi Madani: Multidisciplinary Scientific Journal Journal of Economics and Business (JECOMBI) Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Journal Boas : Business, Economics, Accounting And Management Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Hafiza Adlina
Departmen Of Social And Political Sciences, Universitas Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Physics Public Health Social Sciences Other

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PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN KEPUTUSAN PEMBELIAN PRODUK AVOSKIN YOUR SKIN BAE SERIES DI TIKTOK SHOP(STUDI PADA KONSUMEN DI KOTA MEDAN) Sonnia Appriliani Rizki; Hafiza Adlina
JEBIMAN : Jurnal Ekonomi, Bisnis, Managemen dan Akuntansi Vol. 2 No. 2 (2024): JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Publisher : CV. ADIBA AISHA AMIRA

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Abstract

86% of Indonesians have shopped on social commerce with 46% of transactions made through TikTok Shop. TikTok Shop is in great demand because it is considered by consumers to make online shopping activities easier while interacting with sellers without using other additional applications. One of the products that many consumers buy is beauty products, such as skincare. Therefore, the skincare industry has great potential to grow in the future. The purpose of this research was to analyze the effect of content marketing on customer engagement and consumer purchasing decisions on Avoskin Your Skin Bae Series products in Medan City. The effect of content marketing is analyzed by path analysis on customer engagement and purchasing decisions. The form of this research is quantitative research with an associative approach. The sampling method used purposive sampling with a sample size of 100 respondents. Primary data used in this research were obtained by distributing questionnaires while secondary data were obtained through literature studies. The data analysis methods used are descriptive analysis, validity test, reliability test, classical assumption test, path analysis, and hypothesis test. The results of this research showed that content marketing (X) has a direct positive effect on the customer engagement (Z) by 75,5%. The customer engagement (Z) has a direct positive effect on the purchasing decision (Y) by 46,3%. Content marketing (X) has a direct positive effect on the purchasing decision (Y) by 51,3% and a positive indirect effect of 34.9% through customer engagement, so it has 86.2% of the total effect
Co-Authors Adisty Maharani Purba Afriani Manullang Amriady Tampubolon Anastasya C.L.S Diana Asri Fitri Sinaga Dinda Cinta Nainggolan Egianinta Br Ginting Firli Safitri Karin Aurani Khofifah Aini Leonardo Giovandhi Mhelinda Utami Mirahandani M Nana Dyki Dirbawanto, Nana Dyki Nelda Saparianti Nichollin Stiffanny Rut Madia Harefa Selli Selfia Sherina Alim Sintia Melati Sonnia Appriliani Rizki T.Bahtazar Muhammad Sinar Viktor Manurung Vincetia Avetriwianda Sinabutar Widya Puspita