THE EFFECT OF CONTENT MARKETING AND BRAND IMAGE ON PURCHASE INTENTION OF SPECS PRODUCTS ON TIKTOK SHOP
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Dimas Satria Ramandha(1*)
Digital Business, Faculty of Economics and Business, Surabaya State University
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Ika Diyah Candra Arifah(2)
Digital Business, Faculty of Economics and Business, Surabaya State University
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Hafid Kholidi Hadi(3)
Digital Business, Faculty of Economics and Business, Surabaya State University
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Muhammad Fachmi(4)
Digital Business, Faculty of Economics and Business, Surabaya State University
(*) Corresponding Author
Keywords:
Content Marketing, Brand Image, Purchase Intention, TikTok Shop
Abstract
This study aims to analyze the influence of the creative economy, bank credit, and community savings on economic growth, poverty, and unemployment in Indonesia during the period 2015–2024. The research adopts a quantitative approach using panel data from 34 provinces, sourced from Badan Pusat Statistik and Bank Indonesia. The analytical method employed is panel data regression, with the Fixed Effect Model selected as the best-fitting model based on the Chow Test and Hausman Test results. The findings indicate that the creative economy does not have a significant effect on economic growth and poverty; however, it has a positive and significant effect on unemployment. Bank credit demonstrates a positive and significant influence on economic growth, while exerting a negative and significant effect on poverty and unemployment, suggesting its important role in promoting inclusive development. Meanwhile, community savings positively affect economic growth but are also associated with increases in poverty and unemployment, indicating that savings accumulation alone does not automatically translate into productive economic expansion. Simultaneously, the three independent variables significantly influence economic growth, poverty, and unemployment. These results highlight the critical importance of optimizing financial intermediation, strengthening the productive allocation of savings, and enhancing inclusive economic development policies to achieve balanced and sustainable economic outcomes across provinces in Indonesia.
Keywords: Content Marketing; Brand Image; Purchase Intention; TikTok Shop
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References
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Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/10.1108/SJME-03-2022-0043
Khalayleh, M. A., & Al-Hawary, S. I. S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4). https://doi.org/10.5267/j.ijdns.2022.8.008
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PLoS ONE, 16(4 April), 1–25. https://doi.org/10.1371/journal.pone.0249457
Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.
Kumar, R. V. (2024). Cronbach’s Alpha: Genesis, Issues and Alternatives. IMIB Journal of Innovation and Management. https://doi.org/10.1177/ijim.241234970
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2). https://doi.org/10.1057/s41270-021-00132-9
Martha, H. L., Nuryakin, N., & Arni, A. (2024). The Effect of Content Marketing and Ewom on Purchase Intention and Brand Image. Sentralisasi, 13(1), 199–214. https://doi.org/10.33506/sl.v13i1.2811
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja, 36(2). https://doi.org/10.1080/1331677X.2022.2121934
Nermend, K. (2023). Initial Procedure for Data Analysis. In K. Nermend (Ed.), Multi-Criteria and Multi-Dimensional Analysis in Decisions: Decision Making with Preference Vector Methods (PVM) and Vector Measure Construction Methods (VMCM) (pp. 37–94). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-40538-9_2
Pasaribu, A. F., Fadhila R. T. I., & Dharma, B. (2023). Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93. https://doi.org/10.36987/ecobi.v10i2.4432
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Rafijevas, S., & Venskė, I. R. (2024). Exploring Sensory Marketing: The Impact Of Visual Stimuli On Online Purchase Intentions. Studijos – Verslas – Visuomenė: Dabartis Ir Ateities Įžvalgos, 1(IX), 155–161. https://doi.org/10.52320/svv.v1iix.355
Riskyady, Y. F., & Sulistyowati, R. (2021). Pengaruh Media Sosial Dan Harga terhadap Keputusan Pembelian Tiket Pertandingan Sepak Bola Persebaya Pada Loket.Com. Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1181–1187. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/36108
Roldán, J. L. (2021). Review of Composite-based Structural Equation Modeling: Analyzing Latent and Emergent Variables. Structural Equation Modeling: A Multidisciplinary Journal, 28(5), 823–825. https://doi.org/10.1080/10705511.2021.1910038
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2). https://doi.org/10.5267/j.ijdns.2023.3.012
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
https://doi.org/10.1016/j.ausmj.2019.05.003
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Subekti, T. A., & Susilo Nugroho, S. (2023). Benefit: Jurnal Manajemen dan Bisnis The Impact Of Information Usefulness And Adoption In Social Media On Purchase Intention: Evidence Of Indonesia. Tahun 2023, 2(2), 179–196. www.youtube.com
Subhaktiyasa, P. G. (2024). PLS-SEM for Multivariate Analysis: A Practical Guide to Educational Research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454ri.eduline2861
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” KINERJA, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Waffa, I. (2025). 5 Brand Pakaian Olahraga Lokal Favorit Publik RI, Specs Nomor 1. Agustus. https://data.goodstats.id/statistic/5-brand-pakaian-olahraga-lokal-favorit-publik-ri-specs-nomor-1-Mc8BB
Yuceer, B., Sarkbay, O. F., & Basal, M. (2024). The Effect of Consumer Attitude on the Effect of Social Media Marketing on Hospital Promotion Activities through Content Marketing. Open Journal of Social Sciences, 12(02), 375–391. https://doi.org/10.4236/jss.2024.122021
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3), 1–15. https://doi.org/10.3390. Sustainability (Switzerland), 15(3), 1–15.
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Brilianita, S., & Sulistyowati, R. (2023). Affiliate Marketing terhadap Minat Beli Mahasiswa di TikTok Shop. JPEKA: Jurnal Pendidikan Ekonomi, Manajemen Dan Keuangan, 7(2), 157–167. https://doi.org/10.26740/jpeka.v7n2.p157-167
Digdowiseiso, K. (2017). Metodologi Penelitian Ekonomi dan Bisnis.
Dilys, M., Sarlauskiene, L., & Smitas, A. (2022). Analysis of the concept of content marketing. International Journal of Advanced and Applied Sciences, 9(5), 47–59. https://doi.org/10.21833/IJAAS.2022.05.006
Dirgiatmo, Y. (2023). Testing The Discriminant Validity And Heterotrait-Monotrait Ratio Of Correlation (Htmt): A Case In Indonesian SME’s. In International Symposia in Economic Theory and Econometrics (Vol. 33A, pp. 157–
170). Emerald Publishing. https://doi.org/10.1108/S1571-03862023000033A011
du Plessis, C. (2022). A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior. SAGE Open, 12(2).
https://doi.org/10.1177/21582440221093042
Fauzia, N. W. A., & Albari. (2024). The Influence of Brand Image, Brand Loyalty and Word of Mouth (WOM) on Purchase Intention for Brand Somethinc. Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM), 2(4), 31–46. https://doi.org/10.63901/ijebam.v2i4.68
Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42(15). https://doi.org/10.1007/s12144-021-02656-w
Gunarso, S. (2023). Fenomena Aplikasi TikTok Shop Sebagai Alternatif Belanja Hemat. Jurnal Esensi Komunikasi Daruna, 2(2), 105–110.
https://doi.org/10.56943/daruna.v2i2.114
Hair, J. F. . (2014). A primer on partial least squares structural equations modeling (PLS-SEM). SAGE.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Number 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Haji-Othman, Y., Sheh Yusuff, M. S., & Md Hussain, M. N. (2024). Data Analysis Using Partial Least Squares Structural Equation Modeling (PLS-SEM) in Conducting Quantitative Research. International Journal of Academic Research in Business and Social Sciences, 14(10). https://doi.org/10.6007/ijarbss/v14-i10/23364
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021–1042.
https://doi.org/10.1080/09669582.2021.1903019
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/10.1108/SJME-03-2022-0043
Khalayleh, M. A., & Al-Hawary, S. I. S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4). https://doi.org/10.5267/j.ijdns.2022.8.008
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. PLoS ONE, 16(4 April), 1–25. https://doi.org/10.1371/journal.pone.0249457
Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.
Kumar, R. V. (2024). Cronbach’s Alpha: Genesis, Issues and Alternatives. IMIB Journal of Innovation and Management. https://doi.org/10.1177/ijim.241234970
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2). https://doi.org/10.1057/s41270-021-00132-9
Martha, H. L., Nuryakin, N., & Arni, A. (2024). The Effect of Content Marketing and Ewom on Purchase Intention and Brand Image. Sentralisasi, 13(1), 199–214. https://doi.org/10.33506/sl.v13i1.2811
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja, 36(2). https://doi.org/10.1080/1331677X.2022.2121934
Nermend, K. (2023). Initial Procedure for Data Analysis. In K. Nermend (Ed.), Multi-Criteria and Multi-Dimensional Analysis in Decisions: Decision Making with Preference Vector Methods (PVM) and Vector Measure Construction Methods (VMCM) (pp. 37–94). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-40538-9_2
Pasaribu, A. F., Fadhila R. T. I., & Dharma, B. (2023). Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93. https://doi.org/10.36987/ecobi.v10i2.4432
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Rafijevas, S., & Venskė, I. R. (2024). Exploring Sensory Marketing: The Impact Of Visual Stimuli On Online Purchase Intentions. Studijos – Verslas – Visuomenė: Dabartis Ir Ateities Įžvalgos, 1(IX), 155–161. https://doi.org/10.52320/svv.v1iix.355
Riskyady, Y. F., & Sulistyowati, R. (2021). Pengaruh Media Sosial Dan Harga terhadap Keputusan Pembelian Tiket Pertandingan Sepak Bola Persebaya Pada Loket.Com. Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1181–1187. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/36108
Roldán, J. L. (2021). Review of Composite-based Structural Equation Modeling: Analyzing Latent and Emergent Variables. Structural Equation Modeling: A Multidisciplinary Journal, 28(5), 823–825. https://doi.org/10.1080/10705511.2021.1910038
Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., Al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2). https://doi.org/10.5267/j.ijdns.2023.3.012
Sarstedt, M., Hair, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
https://doi.org/10.1016/j.ausmj.2019.05.003
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Subekti, T. A., & Susilo Nugroho, S. (2023). Benefit: Jurnal Manajemen dan Bisnis The Impact Of Information Usefulness And Adoption In Social Media On Purchase Intention: Evidence Of Indonesia. Tahun 2023, 2(2), 179–196. www.youtube.com
Subhaktiyasa, P. G. (2024). PLS-SEM for Multivariate Analysis: A Practical Guide to Educational Research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454ri.eduline2861
Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” KINERJA, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701
Waffa, I. (2025). 5 Brand Pakaian Olahraga Lokal Favorit Publik RI, Specs Nomor 1. Agustus. https://data.goodstats.id/statistic/5-brand-pakaian-olahraga-lokal-favorit-publik-ri-specs-nomor-1-Mc8BB
Yuceer, B., Sarkbay, O. F., & Basal, M. (2024). The Effect of Consumer Attitude on the Effect of Social Media Marketing on Hospital Promotion Activities through Content Marketing. Open Journal of Social Sciences, 12(02), 375–391. https://doi.org/10.4236/jss.2024.122021
Published
2026-03-10
How to Cite
Ramandha, D., Arifah, I., Hadi, H., & Fachmi, M. (2026). THE EFFECT OF CONTENT MARKETING AND BRAND IMAGE ON PURCHASE INTENTION OF SPECS PRODUCTS ON TIKTOK SHOP. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 613-627. https://doi.org/10.35508/jom.v19i1.26646
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Articles
