Pengaruh Influencer Marketing dan Content Marketing terhadap Keputusan Pembelian pada Pengguna TikTok Shop

Abstract

The rapid development of digital marketing through social commerce platforms such as TikTok Shop has significantly influenced consumer purchasing behavior. Influencer marketing and content marketing have emerged as effective strategies for attracting consumer attention and encouraging purchasing decisions. This study aims to analyze the influence of influencer marketing and content marketing on purchasing decisions among TikTok Shop users. A quantitative approach was employed using a survey method with purposive sampling techniques involving 100 TikTok Shop users who had previously made purchases through the platform. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics software. The results indicate that influencer marketing and content marketing each have a positive and significant effect on purchasing decisions. Furthermore, both variables simultaneously influence purchasing decisions, indicating that the combination of credible influencers and engaging content can enhance the effectiveness of digital marketing strategies on TikTok Shop. These findings contribute to the understanding of consumer behavior in social commerce and provide practical insights for businesses in developing effective digital marketing strategies through influencer collaboration and content creation.