ANALISIS PENGARUH KONTEN VIDEO TIKTOK TERHADAP MINAT BELI KONSUMEN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI (STUDI PADA TOKO BAKERI OHHNADSKITCH.ID)

Abstract

Social media's explosive expansion has changed digital marketing tactics, especially for Generation Z customers. With brand image serving as a mediating variable, this study examines the impact of TikTok video content quality on purchase intention among Generation Z customers of ohhnadskitch.id. This study uses a quantitative causal-associative method and is based on the Stimulus–Organism–Response (SOR) paradigm. Purposive sampling was used to gather data from 100 respondents who had previously seen ohhnadskitch.id's TikTok content. Multiple linear regression, path analysis, and the Sobel test were used to evaluate the data in order to look at both direct and indirect correlations between the variables. The results show that brand image (β = 0.505, p < 0.001) and purchase intention (β = 0.536, p < 0.001) are positively and significantly impacted by the quality of TikTok video content. Furthermore, purchase intention is highly influenced by brand image (β = 0.502, p < 0.001). The connection between TikTok video content quality and purchase intention is significantly mediated by brand image, according to the Sobel test (Z = 3.645, p < 0.05). 49.2% of the variation in purchase intention can be explained by the model. These results demonstrate the strategic value of excellent short-form video content in boosting customer purchase intention and brand image. By applying the SOR model to social media marketing and providing useful advice for micro, small, and medium-sized businesses (MSMEs) looking to maximize their TikTok marketing tactics, this study adds to the body of knowledge on digital marketing.