The Influence of Content Marketing on Purchase Intention Through the Mediation of Customer Engagement Among TikTok Followers

Abstract

The purpose of this study is to examine the influence of content marketing on purchase intention through the mediation of customer engagement among TikTok followers of @Dentarajut. The research aims to fill the gap in existing literature by focusing on the specific impacts of content marketing strategies on customer engagement and purchase intentions in the context of TikTok. This research employs a quantitative approach, utilizing a Likert scale survey to collect data from 396 respondents who follow @Dentarajut on TikTok. The data is analyzed using SmartPLS to assess the relationships between content marketing, customer engagement, and purchase intention. The findings indicate that content marketing significantly influences customer engagement, which in turn, mediates the relationship between content marketing and purchase intention. The results suggest that effective content marketing strategies on TikTok can enhance customer engagement, leading to higher purchase intentions among followers. This study offers novelty by integrating the analysis of content marketing, customer engagement, and purchase intention specifically on the TikTok platform. It provides new insights for brands on optimizing their content marketing strategies to improve customer engagement and drive purchase intentions, particularly in the underexplored context of TikTok marketing