Ashhabi, Muhammad Hakim and , Prof. Kussudyarsana, S.E., M.Si., Ph.D (2026) Pengaruh Kualitas Konten, E-Wom, Dan Interaktivitas Media Sosial Terhadap Konversi Pelanggan Melalui Customer Engagement Pada Pengguna Tiktok Shop Di Kalangan Mahasiswa Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The development of digital technology has changed marketing activities and consumer behavior, especially through social media which is increasingly integrated with electronic commerce activities. TikTok Shop is one of the social commerce platforms that allows consumers to obtain information, interact with sellers and other users, and make transactions in one digital ecosystem. In these conditions, content quality, electronic word of mouth (E-WOM), and social media interactivity are factors that have the potential to affect customer conversions. This study aims to analyze the influence of content quality, E-WOM, and social media interactivity on customer conversion and analyze the role of customer engagement as a mediating variable in TikTok Shop users among Solo Raya students. This study uses a quantitative approach with the type of explanatory research. Sampling was carried out using purposive sampling techniques with the criteria of students who are domiciled or studying in the Greater Solo area, aged 18-25 years, actively using social media, and have interacted with product or brand content on social media. Data was obtained through the distribution of questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The results show that content quality, E-WOM, and social media interactivity have a positive and significant effect on customer conversion. Customer engagement also has a positive and significant effect on customer conversions and has a positive and significant effect on the quality of content, E-WOM, and social media interactivity. In addition, customer engagement has been proven to mediate the influence of content quality, E-WOM, and social media interactivity on customer conversions. The mediating path of social media interactivity through customer engagement shows the strongest indirect influence compared to other mediation paths. The R-square value shows that content quality, E-WOM, and social media interactivity are able to explain 55.2% of the variation in customer engagement, while the entire construct in the model is able to explain 68.4% of the variation in customer conversions. The results of the study show that customer involvement is an important mechanism in converting digital marketing stimulus into conversion actions for TikTok Shop users among Solo Raya students.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Kualitas Konten, E-WOM, Interaktivitas Media Sosial, Customer Engagement, Konversi Pelanggan, TikTok Shop. |
| Subjects: | H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi H Social Sciences > HD Management, Business and Labor > Management > Promosi > Branding |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | MUHAMMAD HAKIM ASHHABI |
| Date Deposited: | 18 Aug 2026 04:27 |
| Last Modified: | 18 Aug 2026 04:27 |
| URI: | http://eprints.ums.ac.id/id/eprint/148138 |
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