Pengaruh Strategi Konten Marketing terhadap Minat Beli Konsumen melalui Aplikasi Tiktok pada Cyber Printing

Abstract

This study aims to analyze the effect of content marketing strategy on consumer purchase intention through the TikTok application at Cyber Printing in Demak Regency. The research was prompted by the suboptimal digital engagement of Cyber Printing’s TikTok account, marked by low interaction rates such as likes, comments, and shares despite high view counts, alongside issues related to visual quality and content appeal. The content marketing strategy was evaluated using four dimensions of the AIDA model: Attention, Interest, Desire, and Action, while purchase intention was measured using transactional, referential, preferential, and explorative indicators. A quantitative approach with an explanatory research design was employed. The population comprised consumers and potential consumers who had viewed or interacted with Cyber Printing's TikTok content. A sample of 96 respondents was selected using purposive sampling based on non-probability sampling formulas for infinite populations. Data collection was conducted through a structured paper questionnaire using a 5-point Likert scale. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) executed via SmartPLS 4. The findings indicate that the content marketing strategy exerts a positive and statistically significant effect on consumer purchase intention (T-statistic = 39.301 > 1.96; P-value = 0.000 < 0.05). The coefficient of determination (R2) of 0.784 demonstrates that 78.4% of the variance in purchase intention is explained by the content marketing strategy, whereas the remaining 21.6% is driven by external variables. Consequently, optimizing short-form video marketing content on TikTok significantly drives consumer purchase intention for local commercial printing businesses.