ATTRACTING CONSUMER INTEREST TO BUY FOOD PRODUCT IN TIKTOK APPLICATION Ina Ratnasari (a*), Anggi Pasca Arnu (a), Mira Fujita (a), Hannie (b)
a) Management Study Program, Faculty of Economics and Business, Universitas Singaperbangsa Karawang, Karawang, Indonesia.
*ina.ratnasari[at]fe.unsika.ac.id
b) Information Systems Study Program, Faculty of Computer Science, Universitas Singaperbangsa Karawang, Karawang, Indonesia.
Abstract
Social media such as TikTok is an effective tool of promotion. TikTok can attract the attention of a wide audience, especially young people. Using Influencer to help promote and review food product can make people, especially millennials, interested in buying. Creative and interesting video content can stimulate consumer buying interest. This study aims to test and analyze the effects of Influencer and Content Marketing on Product Buying Interest through Content Reviews on the TikTok Application especially on food product. The research uses quantitative approach. The population is TikTok account followers Bittersweet by Najla with a sample of 373 respondents with purposive sampling. Data analysis is path analysis with Lisrel. There are direct effects between influencer and content marketing variables on the purchase intention variable and indirect effects between influencer and content marketing variables on purchase intention through the intervening variable Content Review. The results of this study can be used for entrepreneurs in the food sector as a reference material in determining strategies to increase buying interest so that they are more chosen by consumers than competitors, increase their business and win the competition, especially in the digital marketing era.
Keywords: Digital marketing- influencer- content marketing- content review- interest in purchasing food products
