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All Journal Jurnal Ilmu Manajemen (JIM) Panrita Abdi - Jurnal Pengabdian pada Masyarakat JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen International Journal of Community Service Learning Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Jurnal Abdi: Media Pengabdian Kepada Masyarakat BIMA : Journal of Business and Innovation Management Jurnal Syntax Imperatif : Jurnal Ilmu Sosial dan Pendidikan Journal of Management - Small and Medium Enterprises (SME's) International Journal of Economics, Management, Business, and Social Science Abimanyu: Journal of Community Engagement BISMA (Bisnis dan Manajemen) Inspirasi: Jurnal Pengabdian dan Pemberdayaan Masyarakat J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Journal of Halal Research, Policy, and Industry IIJSE Journal of Digital Business and Innovation Management Journal of Islamic economics Perspectives (JIEP)
Hadi, Hafid Kholidi
Universitas Negeri Surabaya
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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THE EFFECT OF CONTENT MARKETING AND BRAND IMAGE ON PURCHASE INTENTION OF SPECS PRODUCTS ON TIKTOK SHOP Ramandha, Dimas Satria; Arifah, Ika Diyah Candra; Hadi, Hafid Kholidi; Fachmi, Muhammad
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.26646

Abstract

This study aims to analyze the influence of Content Marketing and Brand Image on Purchase Intention toward Specs products on TikTok Shop. The research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 as the analytical tool. Data were collected through an online questionnaire distributed to 125 respondents who are active TikTok users and have purchased Specs products through TikTok Shop within the last six months. The findings reveal that Content Marketing has a positive and significant effect on Purchase Intention, indicating that engaging, informative, and value-driven content can effectively encourage consumers’ buying interest. In addition, Brand Image also demonstrates a positive and significant influence on Purchase Intention and emerges as the more dominant factor in shaping consumer intention. The coefficient of determination (R²) value of 0.613 indicates that Content Marketing and Brand Image jointly explain 61.3% of the variance in Purchase Intention. These findings highlight the importance of integrating effective digital content strategies with strong brand image development to strengthen consumer purchase intention in the social commerce environment of TikTok Shop. Keywords: Content Marketing; Brand Image; Purchase Intention; TikTok Shop
Co-Authors Achmad Kautsar Agus Frianto Ahmad Ajib Ridlwan Alfianto, Rizeta Septiana Andhega Wijaya Arifah, Ika Diyah Candra Ayuwangi, Bunga Beny, Acep Ovel Novari Budiono Budiono Budiono Budiono Cintya Mega Sulistyowati Dalila, Arini Dewie Trie Wijayati Diah Pitaloka Puspitasari Diyah Candra Arifah, Ika Fandi Fatoni Fellia Sakti Dewi Washinta Fresha Kharisma Haqi Permana, Mazen HITTA ALFI MUHIMMAH Hujatullah Fazlurrahman Hujjatullah Fazlurrahman I'tamara, Izzatin Ima Kurrotun Ainin Izzatin I'tamara Jun Surjanti Khoirotun Nisa Khoirur Rozaq Kibtianingsih Mas Suryanto, H.S Mei Wulandari Muh Ariffudin Islam Muhammad Fachmi Muhammad Irsyadul Ibad Muhimmah, Hitta Alfi Nisa, Khoirotun Nurul Indawati Purwohandoko Purwohandoko Putri, Naurisydah Hana Yunia Ramandha, Dimas Satria Ratih Amelia Septa Wihara, Dhiyan Sindy Ananda Soeprajitno, Edy Djoko Sulistyowati, Cintya Mega Supriyanto Supriyanto Trias Madanika Kusumaningrum Vicky Dwi Wicaksono Washinta, Fellia Sakti Dewi Wiryanto Wiryanto Wulandari, Mei Zainur Rahman Zhulqurnain, Mohamad Rijal Iskandar