Emosional Konsumen Sebagai Intervening Pengaruh Konten Pemasaran, Electronic Word Of Mouth, dan Pada Niat Beli Di Aplikasi Tiktok
DOI:
https://doi.org/10.36636/dialektika.v8i2.3500Kata Kunci:
Content Marketing, Electronic Word of Mouth, Live Streaming, Niat Beli, Emosional KonsumenAbstrak
Tujuan penelitian ini adalah untuk menjelaskan dan menganalisis konten pemasaran, electronic word of mouth (EWOM), dan siaran langsung terhadap niat beli melalui emosional konsumen sebagai variabel intervening di aplikasi TikTok. Metode kuantitatif yang di analisa dengan SmartPLS versi 4.0.9.4 dengan metode analisis SEM (Structural Equation Modeling). Responden penelitian ini melibatkan 119 responden. Hasil analisa menjelaskan bahwa content marketing tidak berpengaruh terhadap emosional konsumen, EWOM berpengaruh pada emosional konsumen, dan siaran langsung memiliki pengaruh terhadap emosional konsumen. Konten pemasaran tidak berpengaruh terhadap niat beli. EWOM berpengaruh tehadap niat beli, dan siaran langsung berpengaruh terhadap niat beli. Konten pemasaran EWOM, dan siaran langsung tidak berpengaruh terhadap niat membeli melalui emosioanal konsumen di aplikasi TikTok
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