PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, DAN CONTENT MARKETING TERHADAP CUSTOMER LOYALTY MELALUI PURCHASE INTENTION SEBAGAI VARIABEL MEDIASI PRODUK CAMILLE BEAUTY DI TIKTOK
DOI:
https://doi.org/10.31004/joecy.v6i1.8338Keywords:
Content Marketing, Customer Loyalty, Live Streaming, Online Customer Review, Purchase IntentionAbstract
Pertumbuhan pesat TikTok sebagai platform social commerce mengubah strategi pemasaran kecantikan di Indonesia, namun penelitian terbatas mengkaji pengaruh simultan live streaming, online customer review, dan content marketing terhadap customer loyalty melalui mediasi purchase intention. Penelitian ini bertujuan menganalisis pengaruh tersebut pada produk Camille Beauty di kalangan pengguna TikTok. Menggunakan desain kuantitatif explanatory, data dikumpulkan melalui kuesioner daring dari 200 sampel purposive pengguna TikTok aktif usia 17-30 tahun yang berinteraksi dengan konten Camille Beauty. Instrumen menggunakan skala Likert 5 poin, dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. Hasil menunjukkan pengaruh langsung positif signifikan semua variabel independen terhadap purchase intention (β=0,293-0,417, p<0,01) dan customer loyalty (β=0,193-0,321, p<0,01), dengan purchase intention memediasi parsial hubungan tersebut (H1-H10 diterima, R² loyalty=0,482, intention=0,431). Simpulan merekomendasikan optimalisasi strategi digital untuk meningkatkan loyalitas pelanggan.
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