Rekomendasi Penjualan Makanan dan Minuman di TikTok Shop dengan Pendekatan Content Marketing dan Online Customer Review

Abstract

Bisnis makanan dan minuman di Indonesia yang semakin kompetitif membuat perusahaan memanfaatkan media sosial TikTok untuk melakukan pemasaran dan promosi guna meningkatkan penjualan. Penelitian ini bertujuan untuk melihat pengaruh content marketing dan online customer review terhadap keputusan pembelian produk makanan dan minuman di TikTok Shop. Metode pengambilan responden menggunakan purposive sampling dengan jumlah 152 responden, data dikumpulkan melalui pengisian kuesioner secara online. Analisis data menggunakan Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian ini menunjukkan bahwa content marketing dan online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk makanan dan minuman di TikTok Shop. Rekomendasi untuk meningkatkan keputusan pembelian konsumen yaitu pembuatan konten berbasis pengalaman berdurasi 30–60 detik, peningkatan User Generated Content (UGC), optimalisasi call to action untuk mendorong ulasan pasca pembelian, serta merespon terhadap ulasan negatif konsumen.

The increasingly competitive food and beverage business landscape in Indonesia has prompted companies to utilize the social media platform TikTok for marketing and promotional activities aimed at boosting sales. This study aims to examine the influence of content marketing and online customer reviews on purchase decisions of food and beverage products on TikTok Shop. Respondents were selected using purposive sampling, with a total of 152 participants. Data were collected through an online questionnaire. The data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results of this study indicate that both content marketing and online customer reviews have a positive and significant effect on purchase decisions for food and beverage products on TikTok Shop. Recommendations to enhance consumer purchase decisions include creating experience-based content with a duration of 30–60 seconds, increasing User Generated Content (UGC), optimizing call-to-action strategies to encourage post-purchase reviews, and responding constructively to negative customer feedback.