Pengaruh Content Marketing TikTok terhadap Minat Beli Konsumen melalui Kepercayaan Konsumen pada Produk Alat Teknik Sipil

The intention of this research is to examine how TikTok content marketing affects consumers' propensity to buy civil engineering products and how confidence in those products relates to that propensity. Due to the rapid expansion of digital marketing, particularly on social media platforms like TikTok, businesses are using content marketing strategies to attract customer attention and increase engagement. Because of the specifics of the civil engineering industry, predicting the success of TikTok content marketing as an advertising tool in this field is challenging. This study used a quantitative approach based on survey methodologies to gather data. A non-probability selection approach that incorporates purposive sampling and questionnaire distribution was used to choose 33 participants. Both consumer trust and purchase intent are significantly influenced by TikTok content marketing, according to the results. Additionally, consumer trust acts as a mediator, reducing the effect of TikTok content marketing on purchase intention, both directly and indirectly. These results indicate that even for niche goods, TikTok content marketing can boost trust and purchase intent. To boost marketing results and customer interactions, businesses should refine their digital content strategy.