Akbar, Mhd Furqan (2026) Pengaruh Content Marketing Dan Influencer Marketing Di Media Sosial TikTok Terhadap Purchase Intention Produk Perjalanan Merek Eiger Pada Generasi Z Dengan Gender Sebagai Variabel Moderator. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan media sosial berbasis short-video, khususnya TikTok, telah mengubah cara perusahaan membangun interaksi dan mendorong niat beli konsumen, terutama di kalangan Generasi Z sebagai digital native. Namun, bagi merek lokal seperti Eiger di industri perlengkapan perjalanan dan outdoor, tantangan utama masih terletak pada konversi aktivitas pemasaran digital menjadi purchase intention yang nyata, tercermin dari kesenjangan antara tingkat konversi penjualan offline yang tinggi dan kontribusi penjualan online yang relatif rendah. Meskipun berbagai studi telah mengkaji efektivitas content marketing dan influencer marketing di media sosial, penelitian empiris yang menguji peran perceived enjoyment sebagai variabel mediasi serta gender sebagai variabel moderasi dalam konteks pemasaran short-video TikTok, khususnya pada produk travel gear dan Generasi Z di Indonesia, masih terbatas. Penelitian ini bertujuan menganalisis pengaruh content marketing dan influencer marketing di TikTok terhadap purchase intention produk perjalanan Eiger pada Generasi Z dengan menggunakan pendekatan kuantitatif melalui survei terhadap 300 responden yang pernah terpapar konten Eiger di TikTok. Model penelitian dianalisis menggunakan kerangka Stimulus–Organism–Response (S-O-R) dan diuji dengan teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa content marketing dan influencer marketing berpengaruh signifikan terhadap perceived enjoyment, dan perceived enjoyment terbukti menjadi mediator yang kuat dalam meningkatkan purchase intention. Selain itu, gender memoderasi hubungan antara content marketing dan perceived enjoyment, di mana perempuan lebih responsif terhadap konten dengan unsur storytelling dan visual estetik, sedangkan laki-laki lebih responsif terhadap konten informatif, sementara gender tidak memoderasi hubungan antara influencer marketing dan perceived enjoyment, yang mengindikasikan persepsi yang relatif homogen terhadap influencer di kalangan Generasi Z. Penelitian ini berkontribusi memperluas penerapan teori S-O-R dalam konteks pemasaran short-video TikTok serta memperkaya literatur perilaku konsumen Generasi Z di Indonesia.
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The rapid growth of short-video–based social media, particularly TikTok, has transformed the way companies engage with consumers and stimulate purchase intention, especially among Generation Z as digital natives. However, for local brands such as Eiger in the travel and outdoor equipment industry, a key challenge remains in converting digital marketing activities into actual purchase intention, as reflected in the gap between high offline conversion rates and relatively low online sales contributions. Although prior studies have extensively examined the effectiveness of content marketing and influencer marketing on social media, empirical research investigating the role of perceived enjoyment as a mediating variable and gender as a moderating variable within the context of TikTok short-video marketing—particularly for travel gear products and Generation Z consumers in Indonesia—remains limited. This study aims to analyze the effects of content marketing and influencer marketing on purchase intention for Eiger’s travel products among Generation Z using a quantitative approach through a survey of 300 respondents who have been exposed to Eiger’s TikTok content. The research model is analyzed using the Stimulus–Organism–Response (S-O-R) framework and tested with Partial Least Squares–Structural Equation Modeling (PLS-SEM) employing SmartPLS software. The findings indicate that both content marketing and influencer marketing significantly enhance perceived enjoyment, which in turn serves as a strong mediator in increasing purchase intention. Furthermore, gender moderates the relationship between content marketing and perceived enjoyment, with female consumers showing greater responsiveness to storytelling and aesthetically appealing content, while male consumers respond more strongly to informative content. In contrast, gender does not moderate the relationship between influencer marketing and perceived enjoyment, suggesting a relatively homogeneous perception of influencers among Generation Z consumers. This study contributes to the literature by extending the application of the S-O-R theory to short-video marketing contexts and enriching empirical insights into Generation Z consumer behavior in Indonesia.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Content Marketing, Influencer Marketing, Perceived Enjoyment, Purchase Intention, TikTok. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Mhd. Furqan Akbar |
| Date Deposited: | 28 Jan 2026 10:47 |
| Last Modified: | 28 Jan 2026 10:47 |
| URI: | http://repository.its.ac.id/id/eprint/130939 |
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