Exploring the influence of visual content quality marketing on impulse buying in tiktok shop the mediating role of copywriting
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Jun 24, 2023
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Abstract
This study aims to examine the extent of the influence of visual content quality in marketing on impulse buying on TikTok Shop, mediated by copywriting. The study will employ a causal design approach as a statistical approach to test the constructs and hypotheses developed. The sample size for this study is 110 respondents across Bali who actively use TikTok Shop as their shopping platform. The research findings indicate that visual content quality in marketing does not have a direct significant effect on increasing impulse buying. However, copywriting effectively mediates the relationship between visual content quality in marketing and impulse buying. This research provides valuable insights into the importance of high-quality visual content, the role of copywriting, and their relationship with impulse buying. The implications and contributions of this research can help enhance understanding and marketing practices in the era of online social commerce platforms like TikTok Shop.
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How to Cite
Ariasih, M. P., Rahmantari, N. L. L., & Mahendra, G. S. (2023). Exploring the influence of visual content quality marketing on impulse buying in tiktok shop the mediating role of copywriting. Enrichment : Journal of Management, 13(2), 1143-1151. https://doi.org/10.35335/enrichment.v13i2.1448
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Aulia Rahma, S., & Ridanasti, E. (2023). The Impact of Marketing Strategy on Consumer’s Impulsive Buying Behavior On Tiktok Live. International Journal of Science, Technology & Management, 4(2), 439–455. http://ijstm.inarah.co.id439
Blynova, N., & Kyrylova, O. (2018). Copywriting as an activity of online content creation. Communications and Communicative Technologies, 13–21. https://doi.org/10.15421/291802
Brubaker, P. J., & Wilson, C. (2018). Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships. Public Relations Review, 44(3), 342–352. https://doi.org/10.1016/j.pubrev.2018.04.010
Chan, A., & Astari, D. (2017). The Analysis of Content Marketing in Online Fashion Shops in Indonesia. Review of Integrative Business and Economics Research, 6(2), 225. http://buscompress.com/journal-home.html
Deborah, I., Oesman, Y. M., & Yudha, R. T. B. (2022). Social media and impulse buying behavior: The role of hedonic shopping motivation and shopping orientation. Jurnal Manajemen Maranatha, 22(1), 65–82. https://doi.org/10.28932/jmm.v22i1.5450
Edwy, F. M., Anugrahani, I. S., Pradana, A. F., & Putra, I. F. A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. International Journal of Social Science Research and Review, 6(1), 328–334. https://doi.org/10.47814/ijssrr.v6i1.920
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review (Vol. 26, Issue 2, pp. 106–121). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128
Huang, Y., Huang, Y., & Li, P. (2021). Research on Emotional Marketing and Copywriting of NetEase Cloud Music. Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021), 911–915.
Julia McCoy. (2022, November 14). Why is content marketing important? 9 reasons to use content.
Kartsivadze, T. (2022). COPYWRITING IN SOCIAL MEDIA. International Journal of Innovative Technologies in Economy, 4(40). https://doi.org/10.31435/rsglobal_ijite/30122022/7924
kumparanTECH. (2022). Survei: 45% Masyarakat Indonesia Doyan Belanja di TikTok Shop | kumparan.com. https://kumparan.com/kumparantech/survei-45-masyarakat-indonesia-doyan-belanja-di-tiktok-shop-1yuKNSdzT2z
Kurnia, S., Agus, R., & Sopiah, H. (2021). THE EFFECT OF COPYWRITING AND E-WOM IN INSTAGRAM ADS ON PURCHASE INTENTION THROUGH BRAND EQUITY (STUDY ON INSTAGRAM CONSUMERS OF CULINARY SMEs IN MALANG CITY). Journal of Education and Social Sciences, 18(1), 27–31.
Lina, L. F., & Ahluwalia, L. (2021). Customers’ impulse buying in social commerce: The role of flow experience in personalized advertising. Jurnal Manajemen Maranatha, 21(1), 1–8. https://doi.org/10.28932/jmm.v21i1.3837
Liu, X., Shi, S., Teixeira, T., & Wedel, M. (2018). VIDEO CONTENT MARKETING: THE MAKING OF CLIPS. Journal of Marketing, 1–53.
Ma, J., & Yu, S. (2021). The Future Development of E-commerce in Tiktok. Advances in Social Science, Education and Humanities Research, 242–246.
Mandolfo, M., & Lamberti, L. (2021). Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review. In Frontiers in Psychology (Vol. 12). Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2021.687404
Mutia, F., Inanda, E. ;, Anugrahani, S., Faiq Pradana, A., Febia, I., & Putra, A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. International Journal of Social Science Research and Review, 6(1), 328–334. https://doi.org/10.47814/ijssrr.v6i1.920
Nguyen, T. Q. N., & Giang, B. Q. N. (2021). An empirical study on factors influencing consumer impulsive purchase behavior: a case of Ho Chi Minh city in the 4.0 era. Journal of International Economics and Management, 20(3), 17–41. https://doi.org/10.38203/jiem.020.3.0014
Pharr, J. M. (2019). Best Practices in Digital Content Marketing for Building University Brands. Association of Marketing Theory and Practice Proceedings, 8. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/8
Rahmawati, R. (2023). The Effect of Copywriting and E-WOM in Instagram Ads on Gen-Z Purchase Intention Through Brand Equity. IRE Journals, 6(11), 495–500.
Sheriff, N. M., Zulkifli, A. S., & Othman, W. N. S. W. (2019). Accentuating Customer Engagement, Visual Presentation and Copywriting for Effective Social Media Marketing: A Case Study. International Journal of Academic Research in Business and Social Sciences, 8(12). https://doi.org/10.6007/ijarbss/v8-i12/5263
Siew Chein Teo, Wan Ying Tee, & Tze Wei Liew. (2023). EXPLORING THE TIKTOK INFLUENCES ON CONSUMER IMPULSIVE PURCHASE BEHAVIOUR. International Journal of Business and Society, 24(1), 39–55. https://doi.org/10.33736/ijbs.5600.2023
Sirclo. (2020, September 3). Bagaimana Tren Perkembangan Social Commerce di Indonesia dan Asia? - SIRCLO. https://www.sirclo.com/blog/bagaimana-tren-perkembangan-social-commerce-di-indonesia-dan-asia/
Soeryanto Soegoto, E., Yuliawati, S., & Vinora Putri, A. (2022). Digitalization Through Creative Writing on social media. In International Journal of Research and Applied Technology (Vol. 2, Issue 1).
Wang, Z., Zou, Y., Fang, Y., Chen, H., Ma, M., Ding, Z., & Long, B. O. (2022). Interactive Latent Knowledge Selection for E-commerce Product Copywriting Generation. Proceedings of The Fifth Workshop on E-Commerce and NLP (ECNLP 5), 8–19. https://www.jd.com/
Winata, J. (2021). CONTENT MARKETING EFFECTIVENESS TOWARDS CONSUMER’S PERSPECTIVE ON THE NEW PRODUCT LAUNCH. INVESTIGATION STUDY AMONG YOUNG ADULTS IN INDONESIA. Electronic Journal of Business and Management, 6(4), 43–65.
Yogantari, M. V., & Dwijendra, N. K. A. (2019). Visual Content by Consumer in Promoting Sustainable Culinary Business. Journal of Social and Political Sciences, 2(3). https://doi.org/10.31014/aior.1991.02.03.102
Zhang, X., Zou, Y., Zhang, H., Zhou, J., Diao, S., Chen, J., Ding, Z., He, Z., He, X., Xiao, Y., Long, B., Yu, H., & Wu, L. (2022). Automatic Product Copywriting for E-commerce. The Thirty-Sixth AAAI Conference on Artificial Intelligence (AAAI-22). www.aaai.org
Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010