Analisis Pengaruh Konten Marketing Tiktok @cimoryindonesia Terhadap Minat Beli Followers

Abstract

The development of information and communication technology has brought a revolution in how individuals obtain and share information. One of the most significant changes is the emergence of new media, characterized by its interactive, digital, internet-based nature, allowing for real-time two-way communication. One rapidly growing social media platform is TikTok. TikTok content marketing is a marketing strategy that utilizes short video formats to convey brand messages attractively, and one brand that employs this marketing strategy is Cimory.The purpose of this study is to identify and measure the attention, interest, desire, and action present in the marketing content on the TikTok account @cimoryindonesia based on the theory used, namely AIDA (Attention, Interest, Desire, Action), with the followers of the TikTok account @cimoryindonesia as the subjects of this research.This research uses a quantitative method with descriptive statistics and normality tests, simple regression analysis tests, partial tests (t), and coefficient of determination tests (R2). The results of the study indicate that there is a significant influence of attention, interest, desire, and action on the purchase interest of the followers of the TikTok account @cimoryindonesia.