ANALISIS DAMPAK CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK SUPLEMEN FITNES DI SOCIAL COMMERCE TIKTOK SHOP

MAHESA NALA DWIPUTRA, . (2025) ANALISIS DAMPAK CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK SUPLEMEN FITNES DI SOCIAL COMMERCE TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan tren gaya hidup sehat dan olahraga di pusat kebugaran seperti melatih otot, kardio, dan ketahanan tubuh mendorong peningkatan konsumsi produk suplemen fitnes. Seiring dengan itu, platform social commerce seperti TikTok Shop semakin diminati karena mampu menggabungkan hiburan dan pengalaman belanja interaktif. Penelitian ini bertujuan untuk menganalisis dampak content marketing terhadap customer engagement, perceived value, dan brand image. Serta pengaruh customer engagement, perceived value, dan brand image terhadap purchase intention dalam konteks produk suplemen fitnes di social commerce TikTok Shop. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif yang mengumpulkan data melalui kuesioner dengan media google form yang disebarkan kepada 216 responden penelitian. Penelitian ini menggunakan teknik analisis structural equation modeling (SEM) dengan bantuan perangkat lunak SPSS 25 dan Amos 22. Hasil yang didapatkan pada penelitian ini menunjukkan bahwa content marketing berpengaruh secara positif dan signifikan terhadap customer engagement, perceived value, dan brand image. Selanjutnya didapatkan juga bahwa perceived value dan brand image berpengaruh secara positif dan signifikan terhadap purchase intention. Namun customer engagement tidak memiliki pengaruh terhadap purchase intention. ***** The growing trend of healthy lifestyles and exercise in fitness centres, such as muscle training, cardio, and endurance training, has led to an increase in the consumption of fitness supplements. Along with this, social commerce platforms such as TikTok Shop are becoming increasingly popular because they combine entertainment and an interactive shopping experience. This study aims to analyse the impact of content marketing on customer engagement, perceived value, and brand image. It also examines the influence of customer engagement, perceived value, and brand image on purchase intention in the context of fitness supplement products on TikTok Shop social commerce. This study uses a descriptive quantitative research method that collects data through a questionnaire using Google Forms, which was distributed to 216 research respondents. This study utilised structural equation modelling (SEM) analysis techniques with the assistance of SPSS 25 and Amos 22 software. The results obtained in this study indicate that content marketing has a positive and significant effect on customer engagement, perceived value, and brand image. Furthermore, it was also found that perceived value and brand image have a positive and significant effect on purchase intention. However, customer engagement does not have an effect on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Mahesa Nala Dwiputra .
Date Deposited:	25 Feb 2026 03:33
Last Modified:	25 Feb 2026 03:33
URI:	http://repository.unj.ac.id/id/eprint/65716

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