PENGARUH INTERESTING CONTENT DAN USER INTERACTION DI TIKTOK TERHADAP PURCHASE INTENTION MELALUI CONSUMER BRANDS ATTITUDE PADA VIDEO PENDEK

The rapid development of social media, especially TikTok, has changed the way consumers interact with brands and influences their purchasing decisions. This study aims to analyze the effect of Interesting Content and User Interaction on Purchase Intention with Consumer Brands Attitude as a mediating variable. This study uses a quantitative method with an explanatory research approach. Data were collected through questionnaires distributed to 162 TikTok user respondents in Malang City. The data analysis technique used multiple linear regression and mediation test with Process Macro by Andrew F. Hayes. The results of the study indicate that Interesting Content and User Interaction have a positive and significant effect on Purchase Intention. In addition, Consumer Brands Attitude is proven to mediate the relationship between Interesting Content and User Interaction with Purchase Intention. Thus, a marketing strategy that optimizes Interesting Content and User Interaction on TikTok can increase consumers' positive Attitudes towards brands, which ultimately increases Purchase Intention. This study provides theoretical contributions to the digital marketing literature and provides practical implications for marketers in developing more effective social media-based marketing strategies.