Digital Creator Content Marketing on TikTok Activation, Consequences and Subscribers

Valda Arthemecia Masayu

doi:10.61132/jimakebidi.v3i3.1475

Authors

Valda Arthemecia Masayu Universitas Negeri Jakarta

DOI:

https://doi.org/10.61132/jimakebidi.v3i3.1475

Keywords:

Brand Trust, Consumer Engagement, Content Marketing, Purchase Intention, TikTok

Abstract

The emergence of the internet changed the way companies design, implement business strategies and communicate their marketing programs, especially through social media. One industry that is quite affected is the clothing industry. The growing number of clothing stores are increasingly innovating to increase the competitive advantage of their business. An example of social media that is currently widely used in Indonesia for businesses in the shopping sector is TikTok. However, as the number of clothing stores grows and they have increased their digital marketing, customers will quickly switch brands. So the important thing to maintain consumer engagement is TikTok's content marketing strategy. This study aims to determine the effect of marketing content of a TikTok clothing brand on Consumer Engagement, Brand Trust and indirect influence on Purchase Intentions. This research also aims to find out the types of content that TikTok users like. Data is collected, and 35 respondents with these criteria are active users of TikTok. Then to test the model and hypothesis, the data is processed. using SmartPLS. Quantitative results show that TikTok Content Marketing plays a role in influencing customer engagement and helping to increase Trust in clothing brands, which in turn will help increase purchase intentions. The five types of content most liked by respondents are product review videos, aesthetic videos, product education. TikTok Trends and soft-selling.

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