Social Commerce Dynamics: The Interplay of Content Marketing and Brand Image in Driving Purchase Decisions on TikTok Shop
Keywords:
Social Commerce, Content Marketing, Brand Image, Purchase Decision, TikTok Shop, PLS-SEM, Apparel IndustryAbstract
Background: The rapid convergence of social media and e-commerce has given rise to social commerce, where short-form video platforms function simultaneously as promotional media and transaction hubs. In Indonesia's competitive local apparel market, understanding the digital mechanisms driving consumer conversions is critical for strategic sustainability.
Objective: This study investigates the empirical impact of Content Marketing and Brand Image on Purchase Decisions regarding Roughneck fashion products offered on TikTok Shop.
Method: Employing a quantitative research design, empirical data were gathered via a structured online survey administered to 120 active consumers selected through purposive sampling in Bekasi, Indonesia. Data were evaluated using Partial Least Squares-Structural Equation Modeling (PLS-SEM) executed on SmartPLS 4 to assess both measurement (outer) and structural (inner) models.
Key Results: Psychometric testing confirmed robust convergent validity (outer loadings > 0.70; AVE > 0.50) and internal consistency reliability (Cronbach's alpha and Composite Reliability > 0.90). The structural model accounted for 58.2% of the variance in Purchase Decision (R² = 0.582, Q² = 0.559). Hypotheses testing demonstrated that Content Marketing exerts a strong, direct positive impact on Purchase Decision (β = 0.488, t = 3.101, p = 0.002, f² = 0.079). Similarly, Brand Image significantly and positively influences Purchase Decision (β = 0.312, t = 4.857, p < 0.001, f² = 0.193). Model fit indices validated structural adequacy (SRMR = 0.042, NFI = 0.852).
Conclusion: Both digital content engagement and brand reputation serve as pivotal drivers of consumer acquisition in social commerce. Notably, value-driven content marketing serves as the primary catalyst for immediate transaction decisions, whereas brand image provides a foundation of trust. Strategic managerial practices should prioritize interactive, informative media integration alongside consistent brand equity cultivation.
References
Achir, I. F., Navanti, D., & Woelandari, D. S. (2025). Pengaruh Content Marketing dan E-Marketing Melalui Live Streaming Tiktok terhadap Keputusan Pembelian. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(8), 125–136.
Asagita, N., & Lituhayu, N. (2024). Pengaruh konten marketing dan citra merek terhadap keputusan pembelian dengan mediasi minat beli pada pengguna aplikasi Shopee. Manajemen Kreatif Dan Inovasi, 2(1), 312–325. https://doi.org/10.59581/jmkiwidyakarya.v2i1.2526
Farid Maulana, Juharsah, Yusuf, & Hartini. (2025). Dampak Content Marketing Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Kewirausahaan, 17(1), 63–74. https://doi.org/10.55598/jmk.v17i1.26
Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 4.0 untuk Penelitian Empiris (1st ed.). Penerbit Yoga Pratama.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Kotler, P., & Keller, K. L. (2013). Marketing Management (14th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing Management (16th ed.). Pearson Education.
Wardhana, A. (2024). Perilaku Konsumen di Era Digital (Vol. 2). Mahir Pradana Press.
