Short-Video Marketing Trends: The Influence of Content on The Decision To Purchase ERIGO Products on The TikTok Application
Indonesia
DOI:
https://doi.org/10.31004/joecy.v5i2.1128Keywords:
TikTok, short video, purchase decision, digital content, ERIGOAbstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh konten video pendek terhadap keputusan pembelian produk ERIGO di TikTok. Tiga variabel yang diteliti adalah daya tarik visual, keaslian konten, dan keterlibatan emosional. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 150 responden. Analisis data dilakukan menggunakan SEM AMOS. Hasil penelitian menunjukkan bahwa ketiga variabel berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan keterlibatan emosional sebagai faktor paling dominan. Temuan ini menunjukkan pentingnya strategi konten yang menarik, autentik, dan emosional dalam meningkatkan efektivitas pemasaran di platform video pendek seperti TikTok.
Kata kunci: TikTok, video pendek, keputusan pembelian, konten digital, ERIGO.
ABSTRACT
This study analyzes the influence of short-video content on the purchase decision of ERIGO products on TikTok. The variables examined include visual appeal, content authenticity, and emotional engagement. A quantitative approach was used with purposive sampling of 150 respondents. Data were analyzed using SEM AMOS. The results indicate that all three variables significantly affect purchase decisions, with emotional engagement being the most dominant factor. The findings highlight the importance of compelling, authentic, and emotionally engaging content in enhancing marketing effectiveness on short-video platforms like TikTok.
Keywords: TikTok, short video, purchase decision, digital content, ERIGO.
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Copyright (c) 2025 Neffi Sulkaisi, Irfan Fadli, Herisvan Hendra, Nia Febriyani
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