Pengaruh Content Marketing Influencer Tiktok terhadap Keputusan Pembelian Konsumen: Studi pada Konten Kuliner Aisyah Sabriena di Bandung

Restu Sandi Kusuma; Ati Mustikasari; Leni Cahyani

doi:10.30640/jmcbus.v4i3.6841

Authors

Restu Sandi Kusuma Universitas Telkom Bandung
Ati Mustikasari Universitas Telkom Bandung
Leni Cahyani Universitas Telkom Bandung

DOI:

https://doi.org/10.30640/jmcbus.v4i3.6841

Keywords:

Content Marketing, Digital Marketing, Purchasing Decision, Social Media, TikTok

Abstract

This study aims to determine the influence of Aisyah Sabriena's TikTok content marketing on purchasing decisions at Pusat Kuliner Bandung. The rapid growth of social media, particularly TikTok, has transformed digital marketing practices and consumer behavior. Engaging, informative, and credible content can shape consumer perceptions and encourage purchasing decisions. This study employed a quantitative approach with an explanatory research design. The sampling technique used was purposive sampling involving 152 respondents who had watched Aisyah Sabriena’s TikTok content and made purchases at Pusat Kuliner Bandung. The data were analyzed using IBM SPSS Statistics, including descriptive statistical analysis, validity testing, reliability testing, normality testing, simple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that content marketing has a positive and significant effect on purchasing decisions. The simple linear regression equation obtained was Y = 0.706 + 0.832X. The regression coefficient value of 0.832 indicates that every one-unit increase in content marketing would increase purchasing decisions by 0.832 units. The t-test results showed a t-value of 19.415 with a significance level of 0.000 (< 0.05). The F-test results showed an F-value of 376.937 with a significance level of 0.000 (< 0.05). The coefficient of determination (R²) was 0.715, indicating that content marketing explained 71.5% of the variation in purchasing decisions, while the remaining 28.5% was influenced by other factors not examined in this study. The study concludes that Aisyah Sabriena’s TikTok content marketing has a positive and significant influence on purchasing decisions at Pusat Kuliner Bandung.

References

Afriansyah, A., & Salsabila, F. (2025). Pengaruh Inovasi Produk, Dan Contents Marketing Terhadap Keputusan Pembelian Di E - Commerce Tokopedia. Jurnal Pelita Manajemen. https://doi.org/10.37366/jpm.v3i02.5327

Dani, N. R., Yusnaidi, & Chairiyaton. (2024). Pengaruh content marketing di TikTok terhadap keputusan pembelian mahasiswa Gen Z. Ekodestinasi, 2(1), 67–75.

Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh content marketing dan electronic word of mouth pada platform TikTok terhadap keputusan pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 178–190.

Fajarwati, D., Pratama, A. D., Fadli, J. A., & Astuti, P. (2024). The Role of Social Media Marketing and Consumer Experience as a Result of Customer Behavior. Jurnal Ilmu Manajemen (Jimmu). https://doi.org/10.33474/jimmu.v9i1.21532

Harsono, E., & Ariyani, N. (2025). Kajian Literatur: Pemanfaatan TikTok Dalam Meningkatkan Pemasaran Produk UMKM. Jurnal Nasional Manajemen Pemasaran Dan SDM. https://doi.org/10.47747/jnmpsdm.v6i3.2971

Ilmi, N. I., Wiryawan, D., & Ambarwati, D. A. S. (2024). The Influence of Digital Marketing Content on Purchase Intention Mediated by Trust Variables in Erigo Fashion Products. International Journal of Advanced Multidisciplinary Research and Studies. https://doi.org/10.62225/2583049x.2024.4.2.2514

Kakar, O., Aziz, D. S., Noor, D. M., Ullah, D. A., & Shah, D. (2024). Impact of Influencers Marketing on Consumers Beahvior and Purchase Intention: Mediating Role of Influencer Credibility. Social Science Review Archives. https://doi.org/10.70670/sra.v2i2.190

Khoirunnisa, K., Pramularso, E. Y., & Hardani. (2024). Keputusan pembelian melalui content marketing dan influencer marketing pada pengguna aplikasi TikTok. Solusi, 22(4), 396–408.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.

Mien, S. F., Syahruddin, & Maddatuang, B. (2025). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian produk pada aplikasi TikTok. Capacity Journal of Amkop, 3(1), 15–28.

Rahmawati, R., & Hidayati, N. (2023). Exploring Gen Z Social Media Marketing Engagement on Brand Experience, Brand Equity, and Brand Trust: The Context of Muslim Fashion. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management. https://doi.org/10.20473/jmtt.v16i3.48761

Rimbasari, A., Widjayanti, R. E., & Thahira, A. (2023). Pengaruh viral marketing dan social media marketing terhadap keputusan pembelian di platform TikTok. Capital: Jurnal Ekonomi Dan Manajemen, 6(2), 457–470.

Trianasari, N., Fitriani, N., & Rachmawati, I. (2023). The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application. International Journal of Professional Business Review. https://doi.org/10.26668/businessreview/2023.v8i10.3793

Widyana, S. F., Sujawati, E., & Wirakanda, G. G. (2024). Pengaruh content marketing di platform TikTok terhadap keputusan pembelian konsumen. Pro Mark, 14(2), 101–112.