| dc.description.abstract | 86% of Indonesians have shopped on social commerce with 46% of
transactions made through TikTok Shop. TikTok Shop is in great demand
because it is considered consumers to do online shopping activities easier while
interacting with sellers without use other additional applications. One of the
products that many consumers buy is beauty products, such as skincare.
Therefore, the skincare industry has great potential to grow in the future.
The purpose of this research was to analyze the effect of content
marketing on customer engagement and consumer purchasing decisions on
Avoskin Your Skin Bae Series products in Medan City. The effect of content
marketing is analyzed by path analysis on customer engagement and purchasing
decisions.
The form of this research is quantitative research with an associative
approach. The sampling method used purposive sampling with a sample size of
100 respondents. Primary data used in this research were obtained by
distributing questionnaires while secondary data were obtained through
literature studies. The data analysis methods used are descriptive analysis,
validity test, reliability test, classical assumption test, path analysis, and
hypothesis test.
The results of this research showed that the content marketing (X) has a
direct positive effect on the customer engagement (Z) by 75,5%. The customer
engagement (Z) has a direct positive effect on the purchasing decision (Y) by
46,3%. The content marketing (X) has a direct positive effect on the purchasing
decision (Y) by 51,3% and a positive indirect effect of 34.9% through customer
engagement, so it has 86.2% of total effect. | en_US |
