Pengaruh Content Marketing Penggunaan TikTok terhadap Keputusan Pembelian pada Shopee dimediasi Minat Beli Konsumen di Kota Denpasar

Abstract

Purchasing decisions are one of consumer behavior in which consumers actually seek information, and finally buy, use and evaluate a product to meet their needs. The problem that the researcher wants to solve is to find out the influence of content marketing using the TikTok application on purchasing decisions and buying interest with its ability to mediate. This study used a sample of 140 respondents using the Shopee marketplace and the TikTok application using a purposive sampling method and using a path analysis technique that ended with a sobel test. The results of the study show that there is a positive and significant effect of content marketing using the TikTok application of 0.728 on consumer buying interest in Denpasar City. The influence of purchase intention variable is proven to be positive and significant at 0.348 on purchasing decisions. The results of the study also show that there is a positive and significant effect of 0.444 content marketing using the TikTok application on consumer purchasing decisions. Meanwhile, the purchase intention variable of 0.253 has a positive indirect effect of content marketing using the TikTok application on consumer purchasing decisions at the Shopee marketplace in Denpasar City.