Pengaruh Content Marketing dan Viral Marketing Terhadap Keputusan Pembelian Produk Moisturizer Glad2Glow di TikTok melalui Zero Moment of Truth (ZMOT) sebagai Variabel Kontrol (Studi pada Followers Akun TikTok @glad2glow_id)

Abstract

The rapid development of digital marketing through social media has transformed the way consumers recognize, evaluate, and make purchasing decisions. TikTok has emerged as one of the most influential platforms in shaping consumer behavior, particularly in the skincare industry, which requires a high level of trust and information. This study aims to analyze the effect of Content Marketing and Viral Marketing on purchasing decisions of Glad2Glow moisturizer products on TikTok, with Zero Moment of Truth (ZMOT) as a control variable. The research focuses on Followers of the official TikTok account @glad2glow_id, who are directly exposed to the brand’s digital marketing strategies. This research employs a quantitative approach, using online questionnaires as the primary data collection method. A total of 140 respondents were selected through purposive sampling. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS SEM) to examine the relationships between variables. Based on the results of the study, it can be concluded that the digital marketing strategies implemented by Glad2Glow through TikTok play an important role in shaping consumers’ purchasing decisions. Content Marketing has been proven to influence purchasing decisions through the delivery of informative, engaging, and relevant content that aligns with consumers’ needs. In addition, Viral Marketing also contributes to increasing consumers’ interest and purchase intention by enabling the rapid and wide dissemination of marketing content. Meanwhile, the Zero Moment of Truth plays a significant role in the purchasing decision process, as consumers actively seek and evaluate information before making a purchase. Overall, the integration of Content Marketing, Viral Marketing, and the Zero Moment of Truth demonstrates that effective digital marketing does not only rely on the attractiveness of content, but also on its ability to support consumers’ information seeking behavior and decision-making process.