THE INFLUENCE OF CONTENT MARKETING, ONLINE CUSTOMER REVIEW, AND RATING ON BRAND IMAGE AND ITS IMPACT ON PURCHASE INTENTION OF FLIMTY AT FLIMTYFIBER OFFICIAL TIKTOKSHOP ACCOUNT

Abstract

This study aims to examine and analyze the influence of content marketing, online customer review, and rating on brand image and its impact on the purchase intention of Flimty on the Flimtyfiber official Tiktokshop account. The study used a comparative causal method with a quantitative approach. The characteristics of the respondents in this research are individuals from all over in Indonesia, aged at least 17 years, who are familiar with Flimty but have never purchased it before, or have purchased similar products such as Flimty but from other brands and have a Tiktok account. The research was conducted from May to July 2023, with a sample size of 205 respondents. The sampling technique used in this research is non-probability sampling, specifically purposive sampling. Data collection was carried out by distributing questionnaires through Google Form. The hypotheses were tested using the Structural Equation Model (SEM) with the AMOS 24 software. The research results indicate that content marketing, online customer review, and rating significant impact on brand image. Online customer review and rating significant impact on purchase intention. Content marketing doesn"™t impact on purchase intention. Brand image is capable of mediating the relationship between content marketing and rating with purchase intention. Brand image is not capable of mediating the relationship between online customer review and purchase intention.