Publisher

CELEBESSCHOLARPGCELEBESSCHOLARPG

Journal Journal of Social CommerceJournal of Social Commerce Abstract

The purpose of this research is to provide insights into the extent to which visual content on TikTok influences customer engagement, how significantly customer engagement affects purchasing decisions, and the relationship between visual content on TikTok and customer engagement in making product purchase decisions. This study employs a quantitative method with an explanatory research approach. Data were collected through questionnaires distributed to 80 consumers of Sinar Utama chicken noodles. The analysis technique used is Path Analysis via SmartPLS software version 3.3. The measurements applied include the outer model assessment, mediation test, and inner model assessment. The findings from the field demonstrate that: (1) Attractive visual content significantly enhances customer engagement because strong visuals are able to capture attention, thereby encouraging interactions that increase interest in the product. (2) Customer engagement plays a crucial role in influencing purchasing decisions by building trust, loyalty, and emotional connections, which can drive customers to buy. (3) Customer engagement serves as a mediator between attractive visual content and purchasing decisions, as emotional involvement and customer interaction with visual content strengthen the decision-making process to purchase the product.

Conclusion

The study demonstrates that attractive visual content significantly enhances customer engagement, as strong visuals capture attention and encourage interaction.Customer engagement plays a crucial role in influencing purchasing decisions by building trust, loyalty, and emotional connections.Furthermore, customer engagement mediates the relationship between visual content and purchasing decisions, strengthening the decision-making process.

Future Research

Future research should expand the scope beyond a single case study to include various food and beverage businesses at different scales to provide a more comprehensive understanding of the impact of visual content. Investigating the influence of additional variables such as brand trust, influencer marketing, or perceived value could enrich the analytical model and explore further determinants of purchasing behavior. Additionally, comparative studies across different digital platforms like Instagram, YouTube, and Facebook could reveal the relative effectiveness of visual content on each platform. Exploring the role of different types of visual content (e.g., short-form videos, live streams, user-generated content) on customer engagement and purchase intention would provide valuable insights for businesses. Further research could also examine the moderating effects of demographic factors (age, gender, income) or cultural differences on the relationship between visual content, engagement, and purchase decisions. Finally, longitudinal studies tracking customer behavior over time could help establish causal relationships and understand the long-term impact of visual content marketing strategies.

References

1. ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN MAHASISWA MEMILIH PROGRAM PASCASARJANA | TADBIR MUWAHHID.... ojs.unida.info/JTM/article/view/1868ANALISIS FAKTOR FAKTOR YANG MEMENGARUHI KEPUTUSAN MAHASISWA MEMILIH PROGRAM PASCASARJANA TADBIR MUWAHHID ojs unida JTM article view 1868
2. The Power of Digital Engagement: Unveiling How Social Media Shapes Customer Responsiveness in the Food... doi.org/10.3390/admsci15070278The Power of Digital Engagement Unveiling How Social Media Shapes Customer Responsiveness in the Food doi 10 3390 admsci15070278

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