Citation:

I Wayan Wahyu Putra Pramerta, Gede Suparna. "The Role of Brand Image Mediates the Effect of TikTok Content Marketing on Purchase Decisions" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 327-335, 2024.

Abstract:

The development of the social media platform TikTok has encouraged many companies, including marketplace companies, to utilize it as a means of product marketing. The intense competition among marketplace companies and the wide range of choices available to consumers results in changes in consumer preferences when selecting a marketplace that better meets their needs. Using TikTok content marketing as a conduit, this study will look at how consumers’ perceptions of brands affect their purchasing decisions in the Bukalapak marketplace. Participating TikTok users who have shopped at Denpasar City’s Bukalapak marketplace are the focus of the research. Using a combination of a non-probability selection method and a purposive sampling technique, 120 participants were selected for this research. In accordance with examining the data, the SmartPLS software was used in conjunction with the PLS (Partial Least Square) method. The results of the analysis show that TikTok content marketing and Bukalapak’s image have a positive and significant effect on consumer purchasing decisions. TikTok content marketing can also have the same effect on Bukalapak’s image so that brand image can mediate the effect of TikTok content marketing on purchasing decisions in the Bukalapak marketplace. This study implies that Bukalapak’s management needs to pay more attention to their TikTok content marketing in the hope of influencing consumer purchase decisions. Additionally, effective TikTok content marketing can also enhance Bukalapak’s brand image, which in turn will impact consumer purchase decisions.

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Keywords:

Brand Image, TikTok Content Marketing, Purchase Decisions.