Pengaruh Content Marketing terhadap Minat Beli Konsumen yang Menggunakan Aplikasi Tiktok Shop

Abstract

Content marketing is a marketing strategy used to distribute, plan and create interesting content with the aim of attracting targets and encouraging them to become customers of a company. Having quality content marketing can increase consumen buying interest. Purchase intention itself is a consumer behavior when they want to buy or choose something based on an experience. This research aims to see whether there is an influence of content marketing on consumer buying interest who use the TikTok Shop application. The sample in this study was 139 users of the TikTok Shop application. The sampling technique used was accidental sampling. Data collection was carried out by presenting a questionnaire using a content marketing scale measuring tool based on Karr's theory (2016) and a purchase interest scale based on Schiffman and Kanuk's (2007) theory. The statistical method used in this research is linear regression analysis. The results of this research data analysis show a p value (0.000) < 0.05, so this research finds that there is an influence of content marketing on consumer buying interest who use the TikTok Shop application, and the magnitude of the influence of content marketing on buying interest is 35.4%.