Pengaruh Content Marketing Terhadap Minat Beli Pada Followers Tiktok Glad2glow

Abstract

Industri skincare di Indonesia berkembang pesat seiring kemajuan teknologi dan penetrasi internet yang mendorong digitalisasi strategi marketing. Glad2Glow sebagai merek lokal telah memanfaatkan TikTok untuk menerapkan strategi content marketing. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap minat beli followers TikTok @glad2glow_id. Penelitian dilakukan sejak Februari hingga Juli 2025. Data diperoleh dari 100 responden menggunakan penyebaran kuesioner melalui survei online dengan teknik purposive sampling dan dianalisis menggunakan metode deskriptif serta SEM-PLS. Hasil penelitian menunjukkan bahwa content marketing Glad2Glow berada pada kategori baik dan berpengaruh positif serta signifikan terhadap minat beli. Rekomendasi perbaikan untuk content marketing mencakup pembuatan konten dengan visual yang khas, konten edukatif dan inspiratif, konten testimoni serta kolaborasi dengan KOL, penjelasan manfaat pembelian produk, dan konten berbasis nilai (value-driven).

The skincare industry in Indonesia has experienced rapid growth, driven by technological advancements and increasing internet penetration that support the digitalization of marketing strategies. Glad2Glow, as a local skincare brand, utilizes TikTok to implement its content marketing strategy. This study aims to analyze the influence of content marketing on the purchase intention of TikTok followers of @glad2glow_id. The research was conducted from February to July 2025 using data collected from 100 respondents through an online survey with purposive sampling. The data were analyzed using descriptive statistics and the Partial Least Squares Structural Equation Modeling (SEM-PLS) method. The results show that Glad2Glow’s content marketing falls into the “good” category and has a positive and significant effect on purchase intention. Recommended improvements include the use of distinctive and memorable visuals, educational and inspirational content, testimonial-based content and collaboration with key opinion leaders (KOLs), clear communication of product benefits, and the development of value-driven content.