Content Marketing, Social Ads, and Purchase Intention: The Role of Customer Engagement on Erigo’s TikTok

Abstract

Purpose This study aims to determine the direct and indirect effects of Content Marketing and Social Media Advertising variables on Purchase Intention on Erigo's TikTok Account through Customer Engagement as an intervening variable.  Methodology The method used is causal associative with a quantitative approach. The sampling technique in this study used purposive sampling technique based on criteria determined by the researcher. The sample in this study amounted to 210 respondents with a questionnaire data collection method. The data analysis methods in this study are Validity Test, Reliability Test, Coefficient of Determination, Predictive Relevance, Path Coefficient and Hypothesis Test using SmartPLS 4 software assistance. Findings The results reveal, direct effects; Content marketing and social media advertising significantly increase purchase intention and customer engagement. Mediation; Customer engagement partially mediates the relationship between both independent variables (content marketing, social ads) and purchase intention. Suggestion Erigo and similar brands should optimize TikTok content and ads to strengthen customer engagement, thereby boosting purchase intent. Future studies could expand to other platforms or demographic segments.