The Influence of Content Marketing and Live Shopping of Fashion Products on Buying Interest in the TikTok Application in Pontianak City with Influencer Marketing as a Moderation Variable
Abstract
The rapid growth of online shopping has increased competition, making marketing strategies an important factor in shaping consumer buying interest. This study analyzed the influence of Content Marketing and Live Shopping of Fashion products on buying interest in the Tik Tok application in Pontianak city with Influencer Marketing as a moderation variable. The quantitative approach was applied by collecting survey data from 150 active Tik Tok users and analyzing it using PLS-SEM with SmartPLS 4. The findings revealed that Content Marketing and Live Shopping have a positive and significant effect on buying interest. Influencer marketing significantly moderates the relationship between Content Marketing and Live Shopping, which suggests that influencer marketing amplifies consumer buying interest. These results contribute to the literature on digital consumer behavior and provide practical implications for improving application performance and optimizing marketing strategies in online shopping services.
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