AINI, AYU (2025) PERAN MEDIASI CUSTOMER ENGAGEMENT PADA PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION (Kasus Pengguna Bedak Padat Pixy Pada Platform Tiktok di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of customer engagement in mediating the relationship between content marketing and influencer marketing on purchasing decisions of Pixy compact powder users on the Tiktok platform in Tangerang City. The research method used is quantitative with a descriptive approach. Data collection was carried out through questionnaires and literature studies. The population in this study were users of Pixy compact powder in Tangerang City who use Tiktok social media, with a sample size of 162 respondents. The sampling techniques used were accidental sampling. Data analysis was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 4.0 software. The result of this study indicate that: (1) Content marketing has a negative and non significant effect on purchasing decision. (2) Influencer marketing has a positive and significant effect on purchasing decision. (3) Content marketing has a postive and significant effect on customer engagement. (4) Influencer marketing has a positive and significant effect on purchasing decision. (5) Customer engagement has a postive and signifikan effect on purchasing decision. (6) Customer engagement is able to fully mediate effect of content marketing on purchasing decision. (7) Customer engagement is able to partial mediate effect of influencer marketing on purchasing decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran mediasi customer engagement pada pengaruh hubungan content marketing dan influencer marketing terhadap purchase decision pengguna bedak pada Pixy pada platform Tiktok di Kota Tangerang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah pengguna bedak padat Pixy di Kota Tangerang yang menggunakan media sosial Tiktok, dengan sampel sebanyak 162 responden. Teknik pengambilan sampling dengan teknik accidental sampling. Alat analisis yang menggunakan metode Structural Equation Modelling (SEM) dengan software SmartPLS 4.0 Hasil penelitian ini menunjukkan, (1) Content marketing berpengaruh negatif dan tidak signifikan terhadap purchase decision. (2) Influencer marketing berpengaruh positif dan signifikan terhadap purchase decision. (3) Content marketing berpengaruh positif dan signifikan terhadap customer engagement. (4) Influencer marketing berpengaruh positif dan signifikan terhadap customer engagement. (5) Customer engagement berpengaruh positif dan signifikan terhadap purchase decision. (6) Customer engagement mampu memediasi secara full pengaruh content marketing terhadap purchase decision. (7) Customer engagement mampu memediasi secara parsial pengaruh influencer marketing terhadap purchase decision. | |||||||||
| Uncontrolled Keywords: | Content marketing, influencer marketing, customer engagement, purchase decision. Content marketing, influencer marketing, customer engagement, purchase decision. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Ayu Aini | |||||||||
| Date Deposited: | 04 Sep 2025 07:32 | |||||||||
| Last Modified: | 04 Sep 2025 07:32 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53550 |
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