Analysis of Content Marketing and Content Review on Purchasing Decisions on TikTok Mediated by E-WOM

Abstract

ABSTRACT

Advancements in digital technology have transformed how consumers engage with brands and make purchasing decisions. TikTok, especially popular among Generation Z, has emerged as a leading platform for implementing content marketing and content review strategies. This study investigates the influence of content marketing and content review on purchasing decisions, mediated by Electronic Word of Mouth (E-WOM). Using a quantitative approach, data were collected through surveys involving 100 active TikTok users from Generation Z in Bekasi Regency. The analysis was conducted using Partial Least Squares (PLS) with the SmartPLS software. The findings indicate that both content marketing and content review have a significant impact on E-WOM and purchasing decisions.

Furthermore, E-WOM effectively mediates the relationship between these variables and purchasing decisions. These results underscore the strategic importance of creating relevant and engaging content to foster consumer interaction and influence purchasing decisions. The study contributes to the academic literature on digital marketing, particularly in understanding the behavior of Generation Z on social media platforms. Overall, combining content-based strategies with the power of E-WOM can enhance marketing effectiveness and drive consumer purchase decisions more efficiently.