Pengaruh Konten dan Review di Tiktok terhadap Minat Beli Konsumen pada Kuliner Mie Gacoan di Kota Medan
DOI:
https://doi.org/10.37481/sjr.v9i4.1624Keywords:
TikTok Content, Online Reviews, Purchase Intention, Digital Marketing, Culinary BusinessAbstract
The rapid growth of TikTok has transformed the way consumers obtain information and develop purchase intentions toward culinary products. However, previous studies have reported inconsistent findings regarding whether content quality or online reviews exert a stronger influence on consumers' purchase intentions. This study aims to examine the effects of TikTok content and online reviews on consumers' purchase intention toward Mie Gacoan in Medan City. A quantitative associative approach was employed using a survey of 50 respondents selected through purposive sampling. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS version 27 after passing validity, reliability, and classical assumption tests. The findings reveal that TikTok content has a positive and significant effect on purchase intention, indicating that creative, informative, and visually appealing content is more effective in attracting consumer interest. In contrast, online reviews do not significantly influence purchase intention, suggesting that consumers tend to rely more on engaging content than on user-generated reviews for a well-established culinary brand. Simultaneously, TikTok content and online reviews significantly explain consumers' purchase intention, highlighting the strategic role of social media marketing in shaping consumer behavior. These findings provide practical insights for culinary businesses in developing more effective content-based digital marketing strategies.
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