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September 18, 2025Deleted Journal

The Effect of Digital Marketing Content and Social Media Marketing on Online Buying Interest in TikTok Shop in Bandung City

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Authors

WPWandini Octavia PurwaningrumTPTangguh Dwi Pramono

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Implication

Quantitative research reveals a 63.4% positive influence of marketing on purchasing intention in TikTok Shop users in Bandung.

Key Points

  • Digital marketing content significantly boosts online buying interest among TikTok Shop users.
  • The study highlights a 63.4% positive effect on purchase intention from social media marketing strategies.
  • Quantitative descriptive analysis using statistical systems and Partial Least Square (PLS) data confirmed these influences.
  • Findings imply that effective marketing strategies can enhance customer engagement and sales in digital platforms.

Cite This Study

Purwaningrum et al. (2025) studied this question.

synapsesocial.com/papers/68d434d6713b0b5dfea73da5https://doi.org/10.62201/abaj.v3i1.346
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