The Effect of TikTok Marketing Content Effectiveness on Consumer Loyalty Among College Students in Greater Bandung
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8410Keywords:
Effectiveness, Marketing content, Loyalty, PurchasesAbstract
This research investigates how effective TikTok's marketing content is in driving consumer loyalty for product purchases on the platform. Methodologically, this investigation utilized a quantitative blueprint, executing data processing through SmartPLS 4 to run Partial Least Squares Structural Equation Modeling (PLS-SEM). A sample encompassing 400 university-level TikTok consumers across Greater Bandung was extracted based on Taro Yamane's calculations, with responses quantified on a Likert continuum. The results show that Information Quality is the most dominant dimension in shaping the Effectiveness of TikTok Marketing Content, with a path coefficient of 0.342, followed by Visual Appeal (0.311), Content Creativity (0.192), and Interactivity (0.153). The research model explains 78.6% of the variance in TikTok Marketing Content Effectiveness and 87.5% of the variance in Consumer Loyalty. TikTok Marketing Content Effectiveness has a positive and significant effect on Consumer Loyalty, with a path coefficient of 0.501. Within the Consumer Loyalty dimension, Repurchase has a coefficient of 0.488, Commitment to Use of 0.466, and Recommendation of 0.132. These findings indicate that marketing content that is informative, visually appealing, creative, and interactive plays a crucial role in enhancing consumer loyalty on the TikTok platform.
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