Pengaruh Content Marketing, Information Adoption Dan Online Review Tiktok Terhadap Niat Pembelian Konsumen Produk Fashion
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh content marketing, information adoption dan online review user Tiktok terhadap purchase intention produk fashion di e-marketplace. Metode yang digunakan bersifat deskriptif dengan menggunakan kuesioner dan dibagikan kepada responden 216 pelanggan produk fashion di Shopee marketplace. Hasil penelitian menunjukkan variabel content marketing menunjukkan tidak ada pengaruh yang signifikan terhadap niat beli konsumen. Namun penelitian ini secara bersamaan mendapati information adoption dan online review user Tiktok mempengaruhi niat beli produk fashion di e-marketplace.
Kata Kunci: Content Marketing, Information Adoption, Online Review, Purchase Intention
References
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Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020a). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020b). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management. https://doi.org/10.1007/s10490-023-09871-y
Cho, V., & Chan, D. (2021). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 15(10), 1562–1586. https://doi.org/10.1080/17517575.2019.1651398
Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118
Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal, 15(1), 39–52. https://doi.org/10.1108/ramj-07-2020-0038
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Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Jurnal Ilmiah Ekonomi Dan Bisnis , 1, 178–190. https://doi.org/10.57141/kompeten.v1i4.23
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023a). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023b). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Jafarova, K., & Tolon, M. (2022a). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/tr1001.2022.318
Jafarova, K., & Tolon, M. (2022b). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/TR1001.2022.318
Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the effects of ewom, trust inclination, and information adoption on purchase intentions in an accelerated digital marketing context. Information (Switzerland), 11(10), 1–12. https://doi.org/10.3390/info11100478
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kock, N. (2017). Common method bias: A full collinearity assessmentmethod for PLS-SEM. In Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications (pp. 245–257). Springer International Publishing. https://doi.org/10.1007/978-3-319-64069-3_11
Koiso-Kanttila, N. (2004). Digital Content Marketing: A Literature Synthesis. Journal of Marketing Management, 20(1–2), 45–65. https://doi.org/10.1362/026725704773041122
Kumar, S., Prakash, G., Gupta, B., & Cappiello, G. (2023). How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technological Forecasting and Social Change, 187, 122199. https://doi.org/10.1016/J.TECHFORE.2022.122199
Li, C. H., Chan, O. L. K., Chow, Y. T., Zhang, X., Tong, P. S., Li, S. P., Ng, H. Y., & Keung, K. L. (2022). Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.881019
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
Picazo-Vela, S., Chou, S. Y., Melcher, A. J., & Pearson, J. M. (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685–696. https://doi.org/10.1016/j.chb.2010.01.005
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Rahaman, M. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLoS ONE, 17(9 September). https://doi.org/10.1371/journal.pone.0272926
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the ELM Model. IEEE Access, 7, 68868–68877. https://doi.org/10.1109/ACCESS.2019.2919030
Riyadini, N. G., & Krisnawati, W. (2022). CONTENT MARKETING, BRAND AWARENESS, AND ONLINE CUSTOMER REVIEW ON HOUSEWIVES’ PURCHASE INTENTION ON SHOPEE. Interdisciplinary Social Studies. https://iss.internationaljournallabs.com/index.php/iss
Riza, F., Sander, O. A., Diayudha, L., Marisa, O., Tannia, Wijaya, A., & Santoso, D. (2022). MARKETING TRAINING FOR ALFALAND GROUP EMPLOYEES: USING TIKTOK AS A MARKETING TOOL. Rural Development For Economic Resilience (RUDENCE), 1(3). https://doi.org/10.53698/rudence.v1i3.27
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547
Septiarini, E., Karamang, E., Yani, A., Terusan, C. J., Sudirman, J., Cimahi, J., Barat, K., Barat, I., Ekonomi, F., & Bisnis, D. (2023). Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement. Journal of Trends Economics and Accounting Research, 4(2), 338–345. https://doi.org/10.47065/jtear.v4i2.1007
katadata. (2023). Perbandingan Transaksi TikTok – Tokopedia dan Shopee - E-commerce Katadata.co.id. Katadata.Co.Id. https://katadata.co.id/digital/e-commerce/6563e3396f75d/perbandingan-transaksi-tiktok-tokopedia-dan-shopee
Subasinghe, U., & Weerasisri, R. A. S. (2019). The Impact of Digital Content Marketing on the Purchase Intention of Connected Consumers: A Study Based on Natural Ingredient-Based Personal Care Products. https://doi.org/10.4038/sljmuok.v5i1.39
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35. https://doi.org/10.1016/j.tmp.2020.100722
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Wu, X., Xiong, J., Yan, J., & Wang, Y. (2021). Perceived quality of traceability information and its effect on purchase intention towards organic food. Journal of Marketing Management, 37(13–14), 1267–1286. https://doi.org/10.1080/0267257X.2021.1910328
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Bagus Purmono, B. (2023). The Influence of Content Marketing, Online Customer Reviews, and Ratings on Purchase Intention through Brand Image as a Mediating Variable (Vol. 1, Issue 3). https://journal.barasaki.com/index.php/jemba
Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020a). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020b). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics, 32(7), 1519–1538. https://doi.org/10.1108/APJML-03-2019-0192
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management. https://doi.org/10.1007/s10490-023-09871-y
Cho, V., & Chan, D. (2021). How social influence through information adoption from online review sites affects collective decision making. Enterprise Information Systems, 15(10), 1562–1586. https://doi.org/10.1080/17517575.2019.1651398
Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118
Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal, 15(1), 39–52. https://doi.org/10.1108/ramj-07-2020-0038
datagoodstatsid. (2023, December 9). TikTok Jadi Media Sosial dengan Waktu Penggunaan Terlama, Lebih Dari 50 Menit per Hari - GoodStats Data. https://data.goodstats.id/statistic/sarahjauhari/tiktok-jadi-media-sosial-dengan-waktu-penggunaan-terlama-lebih-dari-50-menit-per-hari-V8ySw
Davis, F. D. (1985). A TECHNOLOGY ACCEPTANCE MODEL FOR EMPIRICALLY TESTING NEW END-USER INFORMATION SYSTEMS: THEORY AND RESULTS. THE SLOAN SCHOOL OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF.
Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Jurnal Ilmiah Ekonomi Dan Bisnis , 1, 178–190. https://doi.org/10.57141/kompeten.v1i4.23
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023a). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023b). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Jafarova, K., & Tolon, M. (2022a). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/tr1001.2022.318
Jafarova, K., & Tolon, M. (2022b). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/TR1001.2022.318
Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the effects of ewom, trust inclination, and information adoption on purchase intentions in an accelerated digital marketing context. Information (Switzerland), 11(10), 1–12. https://doi.org/10.3390/info11100478
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kock, N. (2017). Common method bias: A full collinearity assessmentmethod for PLS-SEM. In Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications (pp. 245–257). Springer International Publishing. https://doi.org/10.1007/978-3-319-64069-3_11
Koiso-Kanttila, N. (2004). Digital Content Marketing: A Literature Synthesis. Journal of Marketing Management, 20(1–2), 45–65. https://doi.org/10.1362/026725704773041122
Kumar, S., Prakash, G., Gupta, B., & Cappiello, G. (2023). How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technological Forecasting and Social Change, 187, 122199. https://doi.org/10.1016/J.TECHFORE.2022.122199
Li, C. H., Chan, O. L. K., Chow, Y. T., Zhang, X., Tong, P. S., Li, S. P., Ng, H. Y., & Keung, K. L. (2022). Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.881019
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
Picazo-Vela, S., Chou, S. Y., Melcher, A. J., & Pearson, J. M. (2010). Why provide an online review? An extended theory of planned behavior and the role of Big-Five personality traits. Computers in Human Behavior, 26(4), 685–696. https://doi.org/10.1016/j.chb.2010.01.005
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Rahaman, M. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLoS ONE, 17(9 September). https://doi.org/10.1371/journal.pone.0272926
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of e-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility with the ELM Model. IEEE Access, 7, 68868–68877. https://doi.org/10.1109/ACCESS.2019.2919030
Riyadini, N. G., & Krisnawati, W. (2022). CONTENT MARKETING, BRAND AWARENESS, AND ONLINE CUSTOMER REVIEW ON HOUSEWIVES’ PURCHASE INTENTION ON SHOPEE. Interdisciplinary Social Studies. https://iss.internationaljournallabs.com/index.php/iss
Riza, F., Sander, O. A., Diayudha, L., Marisa, O., Tannia, Wijaya, A., & Santoso, D. (2022). MARKETING TRAINING FOR ALFALAND GROUP EMPLOYEES: USING TIKTOK AS A MARKETING TOOL. Rural Development For Economic Resilience (RUDENCE), 1(3). https://doi.org/10.53698/rudence.v1i3.27
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547
Septiarini, E., Karamang, E., Yani, A., Terusan, C. J., Sudirman, J., Cimahi, J., Barat, K., Barat, I., Ekonomi, F., & Bisnis, D. (2023). Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement. Journal of Trends Economics and Accounting Research, 4(2), 338–345. https://doi.org/10.47065/jtear.v4i2.1007
katadata. (2023). Perbandingan Transaksi TikTok – Tokopedia dan Shopee - E-commerce Katadata.co.id. Katadata.Co.Id. https://katadata.co.id/digital/e-commerce/6563e3396f75d/perbandingan-transaksi-tiktok-tokopedia-dan-shopee
Subasinghe, U., & Weerasisri, R. A. S. (2019). The Impact of Digital Content Marketing on the Purchase Intention of Connected Consumers: A Study Based on Natural Ingredient-Based Personal Care Products. https://doi.org/10.4038/sljmuok.v5i1.39
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35. https://doi.org/10.1016/j.tmp.2020.100722
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Wu, X., Xiong, J., Yan, J., & Wang, Y. (2021). Perceived quality of traceability information and its effect on purchase intention towards organic food. Journal of Marketing Management, 37(13–14), 1267–1286. https://doi.org/10.1080/0267257X.2021.1910328
Published
2024-04-18
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Articles
Copyright (c) 2024 Alga Morianto Manullang
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
