The Influence of Social Media Marketing and Video Marketing on Purchase Decisions through Customer Engagement on TikTok

Ridho Akbar (Universitas Muhammadiyah Semarang, Indonesia)
Firdaus Firdaus (Universitas Muhammadiyah Semarang, Indonesia)

JURNAL ECONOMINA
Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026

Using customer engagement among TikTok users as a metric, this study examines how social media marketing and video marketing impact purchase decisions. We utilized a quantitative approach by surveying 244 active TikTok users with questionnaires. We used a Structural Equation Modeling strategy SEM-PLS to analyze the data. The findings demonstrate that marketing through social media and video has a favorable and substantial effect on consumers' decisions to buy, both directly and via the mediating variable of consumer participation. An essential psychological process that links digital marketing tactics to real purchase choices is customer involvement. These results help businesses improve their social media marketing strategies while also adding to the body of knowledge in digital marketing.