The Content Catalyst: Menyingkap Rahasia Transformasi Paparan Iklan Menjadi Loyalitas Pelanggan di Era Social Commerce

Abstract

The digital transformation of the social commerce ecosystem such as TikTok Shop has changed the pattern of brand interaction, but many digital advertising strategies are still considered intrusive and fail to build long-term loyalty. There is a significant research gap regarding the role of content quality as a mediating variable that connects marketing strategy with brand commitment, especially in the highly visual skincare industry. This research aims to analyze the influence of digital advertising and influencer marketing on customer loyalty with content quality as an intervening variable. Using a quantitative approach through the Structural Equation Modeling (SEM-PLS) method on 207 respondents, the research results show that digital advertising does not have a direct influence on customer loyalty, but has a significant influence indirectly through content quality. On the other hand, influencer marketing is proven to have a positive influence both directly and through the mediation of content quality on loyalty. The novelty of this study lies in the integration of content quality as the main catalyst that determines the effectiveness of advertisements in the TikTok ecosystem. In conclusion, digital loyalty is not created only through massive ad exposure, but through relevant, aesthetic, and credible content. The practical implication is that skincare businesses should transform conventional advertisements into educational-entertaining content and collaborate with authentic influencers to build sustainable customer emotional attachment.