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Abstract
This study aims to analyze the impact of content marketing strategies and Electronic Word of Mouth (E-WOM) on TikTok in boosting motorcycle sales at Honda TDM Pramuka dealerships. With over a billion active users, TikTok offers companies a significant opportunity to engage directly with consumers through creative and interactive content. A quantitative approach was employed, utilizing surveys and digital content analysis to assess the effectiveness of various marketing strategies, such as promotional videos, user reviews, and interactive challenges. Additionally, the study examines the role of E-WOM in building consumer trust and influencing purchasing decisions. The results indicate that content marketing strategies, particularly promotional videos and interactive challenges, can increase user engagement and stimulate buying interest. Reviews and testimonials from TikTok users also play a crucial role in fostering trust, ultimately driving motorcycle sales at Honda dealerships. The study concludes that combining an effective content marketing strategy with strong E-WOM is a powerful marketing tool for increasing sales and enhancing consumer loyalty in the digital era.
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References
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References
Ali, M. I., Rahmani, N. A. B., & Nurwani. (2023). Analisis Penerapan Artificial Intelligence terhadap Efektivitas Social Media Marketing pada Akun Instagram Cuci Sepatu Kelen dengan Pendekatan Model AIDA Nur Ahmadi Bi Rahmani Nurwani semakin kompleks bagi pengusaha di seluruh dunia . Persaingan dalam int. Jurnal Ekonomi Dan Keuangan Islam, 1(5), 99–115.
Bagas, S., Nurdiana Nurfarida, I., & Hidayat, C. W. (2023). Peran digital marketing terhadap minat beli pada Tiktok Shop dimediasi electronic word of mouth. MBR (Management and Business Review), 7(2), 238–247. https://doi.org/10.21067/mbr.v7i2.9453
Baikuni, A. (2023). Pengaruh Electronic Word of Mouth Dan Product Quality Terhadap Brand Loyalty Dengan Brand Awareness Sebagai Variabel Pengaruh Electronic Word of Mouth Dan Product Quality Terhadap Brand.
Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer purchase decision in Instagram stores: The role of consumer trust. Proceedings of the Annual Hawaii International Conference on System Sciences, 2017-January, 24–33. https://doi.org/10.24251/hicss.2017.004
Dave Chaffey, & Smith, P. R. (2022). Keunggulan Pemasaran Digital Perencanaan, Optimalisasi dan Integrasi Pemasaran Online. In Sustainability (Switzerland) (Vol. 11, Issue 1).
Deep, A. (2023). Content Marketing: The Dynamics of Digital Marketing Shodh. 10(40).
Fitriani, N., & Rachmawati, I. (2023). Pengaruh Pemasaran Media Sosial dan Dukungan Influencer Melalui Citra Merek dan Tr ust, dan Dampaknya terhadap Niat Membeli Merek MS Glow Melalui Aplikasi Tiktok. Jurnal Internasional Ulasan Bisnis Profesional, 8(10), e03793. https://doi.org/10.26668/businessreview/2023.v8i10.3793
Hermayanto, R. (2023). Effective Marketing Strategies in Business: Trends and Best Practices in the Digital Age. Jurnal Ad’ministrare, 10(1), 61. https://doi.org/10.26858/ja.v10i1.45101
Jesika Pongratte, L., Liu, J., Dita Pravita Widya Putri, M., & Paulin, A. (2023). The Effect of Promotion via TikTok Live Streaming on Consumers' Buying Interest in Clothing Products. Open Journal of Social Sciences, 11, 333–347. https://doi.org/10.4236/jss.2023.114024
Khuan, H., Mochamad Ramdan, A., Risdwiyanto, A., & Wahyuning, S. (2022). Pengaruh Digital Marketing Dan Brand Awarness Pada Produk Kosmetik Halal Melalui Aplikasi TikTok Terhadap Minat Beli (Vol. 08, Issue 01).
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. https://doi.org/10.1371/journal.pone.0249457
Novitasari, R. (2023). Pengaruh Kepercayaan, Kemudahan Penggunaan, Dan Promosi Terhadap Keputusan Pembelian Pada Fitur Tiktok Shop. Skripsi, 151.
Nur, Z. R. F., Rabbiana, I. N. N., Diba, T., & Fitroh, F. (2023). TikTok Shop: Unveiling the Evolution from Social Media to Social Commerce and Its Computational Impact on Digital Marketing. Journal of Computer Science and Engineering (JCSE), 4(2), 88–96. https://doi.org/10.36596/jcse.v4i2.512
Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2022). The Role of Social Media Content Format and Platform in Users' Engagement Behavior, 53, 47–65. https://doi.org/10.1016/J.INTMAR.2020.05.001