PENGARUH CONTENT MARKETING NESTLE PURE LIFE DI TIKTOK TERHADAP MINAT BELI PENGGUNA DENGAN MEDIASI CUSTOMER ENGAGEMENT

Jessica Putri Fitria, . (2025) PENGARUH CONTENT MARKETING NESTLE PURE LIFE DI TIKTOK TERHADAP MINAT BELI PENGGUNA DENGAN MEDIASI CUSTOMER ENGAGEMENT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze whether there is an influence of Nestle Pure Life's Content Marketing (X) on TikTok social media on users’ Purchase Intention (Y), with Customer Engagement (Z) as a mediating variable. The sampling technique used in this study is purposive sampling. The research method applied is explanatory quantitative, with data collected through questionnaires distributed to 100 TikTok users who have seen content marketing from @nestlepurelife_id. The data was analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the SmartPLS software. The theoretical framework employed in this study is based on Cognitive Response Theory. The hypothesis test for the indirect effect showed a p-value of 0.001 < 0.005, indicating that H0 is rejected and H4 is accepted, which means that customer engagement mediates the relationship between content marketing and purchase intention. Furthermore, the hypothesis testing table shows that content marketing has a significant effect on purchase intention with a t-value of 2.233 > t-table value of 1.960. Customer engagement also significantly affects purchase intention with a t-value of 2.830 > 1.960. Additionally, content marketing significantly influences customer engagement with a t-value of 6.676 > 1.960.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411178] [Pembimbing: Anindita Lintangdesi] [Penguji 1: Drina Intyaswati] [Penguji 2: Uljanatunnisa]
Uncontrolled Keywords: Cognitive Response Theory, Content Marketing, Customer Engagement, Purchase Intention, TikTok
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: JESSICA PUTRI FITRIA
Date Deposited: 06 Aug 2025 08:12
Last Modified: 06 Aug 2025 08:12
URI: http://repository.upnvj.ac.id/id/eprint/38485

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