Pengaruh Kualitas Konten Tiktok Bang Jago Kopi Terhadap Purchase Intention Jago Coffee
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Abstract
Perkembangan TikTok menjadi sarana krusial bagi industri kuliner modern dalam membangun minat beli konsumen melalui pengelolaan konten. Penelitian ini menganalisis pengaruh Kualitas Konten TikTok @bangjagokopi terhadap Purchase Intention Jago Coffee menggunakan landasan konsep Komunikasi Pemasaran Digital. Metode yang digunakan adalah kuantitatif deskriptif dengan sampel 100 responden yang dipilih melalui teknik purposive sampling berdasarkan profil keterpaparan media dan Rumus Slovin. Data dikumpulkan via Google Form dan dianalisis menggunakan regresi linear sederhana melalui SPSS. Hasil penelitian menunjukkan kualitas konten berpengaruh positif dan signifikan terhadap Purchase Intention (t hitung 21,154 > 1,984; sig. 0,001 < 0,05) dengan kontribusi sebesar 82% (R Square = 0,820). Secara deskriptif, dimensi Relevansi Konten paling dominan pada variabel X karena mampu membangun kedekatan emosional, sedangkan dimensi Niat Membeli mencatat nilai tertinggi pada variabel Y yang didominasi hasrat spontan mencoba produk. Penelitian ini mengidentifikasi dua bentuk research gap. Pertama, Kesenjangan Motif Audiens menunjukkan audiens lebih menuntut informasi produk dan transparansi harga dibandingkan unsur hiburan. Kedua, Kesenjangan Waktu Respons memperlihatkan adanya perbedaan antara tingginya hasrat spontan jangka pendek untuk mencoba produk akibat penasaran visual, dengan rendahnya komitmen pembelian ulang jangka panjang akibat batasan fisik aksesibilitas armada serta kecocokan rasa. Disimpulkan bahwa komunikasi pemasaran digital efektif membangun ketertarikan awal, namun loyalitas konsumen tetap ditentukan oleh validasi fisik terhadap kualitas pelayanan riil dan produk di lapangan.
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