Peran PERAN CONSUMER ENGAGEMENT DALAM MEMEDIASI PENGARUH CONTENT MARKETING DAN E-WOM TERHADAP PURCHASE DECISION PRODUK SKINCARE FINALLY FOUND YOU DI TIKTOK SHOP

Roshita Amalina (Universitas Telkom Purwokerto)
Chusnul Maulidina Hidayat (Universitas Telkom Purwokerto)
Imam Adiyana (Universitas Telkom Purwokerto)

Jurnal Bisnis dan Kewirausahaan
Vol. 22 No. 2 (2026): JBK-Jurnal Bisnis dan Kewirausahaan

The rapid growth of social commerce through TikTok Shop has changed consumer behavior in making purchase decisions. Content marketing and electronic Word of Mouth (eWOM) are considered important factors in increasing consumer engagement and influencing purchasing decisions in digital environments. This study aims to analyze the effect of content marketing and eWOM on purchase decision through the mediating role of consumer engagement. This study used a quantitative approach with purposive sampling involving 232 TikTok Shop users who had interacted with skincare products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.1. The results indicate that content marketing and eWOM positively and significantly affect consumer engagement and purchase decision. Consumer engagement also significantly affects purchase decision and acts as a mediating variable in the relationship between content marketing and eWOM toward purchase decision. These findings indicate that consumer involvement plays an important role in strengthening digital marketing strategies. Therefore, companies should focus not only on content quality and online reviews but also on creating meaningful interactions to enhance consumer engagement and purchase decisions.