The Effect of Digital Content Creativity and Artificial Intelligence Utilization on Consumer Purchase Intention on TikTok: Consumer Trust as a Moderator
DOI:
https://doi.org/10.38035/dijefa.v7i3.7010Keywords:
Digital Content Creativity, Artificial Intelligence, Consumer Purchase Intention, Consumer Trust, TikTokAbstract
This study aims to investigate the influence of digital content creativity and the use of Artificial Intelligence (AI) on consumer purchase intent on TikTok, with consumer trust serving as a moderating variable in the relationship among these variables. Employing a quantitative approach, this research utilizes Structural Equation Modeling Partial Least Squares (SEM-PLS) for data analysis Data collection was conducted by distributing an online questionnaire to 130 respondents who met the study’s criteria active TikTok users who had made a purchase on TikTok Shop. The findings reveal that digital content creativity, AI utilization, and consumer trust each exert a positive and significant influence on consumer purchase intention. Furthermore, consumer trust is proven to positively moderate the effect of AI utilization on purchase intention; however, it does not significantly moderate the influence of digital content creativity on purchase intention. These findings highlight that digital content creativity, AI utilization, and consumer trust are critical factors in enhancing consumer purchase intention on the TikTok platform. The findings of this study are expected to serve as a basis for business owners to develop more effective digital marketing strategies.
References
Adhinda, E. G., Arief, M. Y., & Soeliha, S. (2022). Harga dan suasana toko (store atmosphere) dalam menentukan kepuasan konsumen dengan kepercayaan konsumen sebagai variabel intervening pada coffee shop Titik Kumpul Capore Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 1(3), 508–522. https://doi.org/https://doi.org/10.36841/jme.v1i3.1986
Arifiyanto, M., Kholidah, N., & Purwanto, T. (2025). Peran Artificial Intelligence: Chatbot Dalam Memoderasi Hubungan Content Marketing Terhadap Minat Membeli Produk Umkm Muhammadiyah Di Jawa Tengah. Jurnal Impresi Indonesia, 4(7), 2566–2575. https://doi.org/https://doi.org/10.58344/jii.v4i7.6869
Arly, A., Dwi, N., & Andini, R. (2023). Implementasi penggunaan artificial intelligence dalam proses pembelajaran mahasiswa ilmu komunikasi di kelas A. Prosiding Seminar Nasional Ilmu Ilmu Sosial (SNIIS), 2, 362–374. file:///C:/Users/ASUS/Downloads/ahuda,+362-374.pdf
Az-Zahra, P., & Sukmalengkawati, A. (2022). Pengaruh digital marketing terhadap minat beli konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2008–2018. https://strappycrame23.wordpress.com/wp-content/uploads/2024/04/pengaruh-digital-marketing-terhadap-minat-beli-konsumen.pdf
Badri, V. A., & Huda, M. (2024). Pengaruh artificial intelligence marketing dan content marketing terhadap minat beli dan keputusan pembelian. Economic Reviews Journal, 3(4), 1545–1556. https://doi.org/https://doi.org/10.56709/mrj.v3i4.497
Editia, Y. D., Maulida, I. S., Sulaeman, M. M., & Rosyad, S. (2025). Pengaruh Content Marketing, Live Streaming, Online Customer Review terhadap Minat Beli Konsumen pada Aplikasi Media Sosial Tiktok:(Studi Kasus Pelanggan TikTok Shop di Kabupaten Lamongan). Jurnal Bintang Manajemen, 3(1), 165–176. https://doi.org/https://doi.org/10.55606/jubima.v3i1.3827
Fadilah, I. (2025). Content Marketing TikTok Affiliate, Ulasan Pelanggan dan Live Streaming: Meningkatkan Minat Beli Skincare. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 14(3), 1573–1588. https://doi.org/https://doi.org/10.31959/jm.v14i3.3293
Faradillah, S., Irmansyah, D., Lokatara, B. A., Saputra, M. I., & Wulansari, A. (2023). Analisis perkembangan artificial intelligence dalam bidang bisnis: Systematic literature review. Djtechno: Jurnal Teknologi Informasi, 4(2), 298–309. https://doi.org/https://doi.org/10.46576/djtechno.v4i2.3404
Febrianto, A., & Siroj, R. A. (2024). Studi literatur: Landasan dalam memilih metode penelitian yang tepat. Journal Educational Research and Development| E-ISSN: 3063-9158, 1(2), 259–263. https://doi.org/https://doi.org/10.62379/jerd.v1i2.142
Fitri, A. N., Pertiwi, L. B., & Sary, M. P. (2021). Pengaruh media sosial tiktok terhadap kreativitas mahasiswa ilmu komunikasi Universitas Negeri Jakarta angkatan 2019. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 13(1), 37–46. https://doi.org/https://doi.org/10.23917/komuniti.v13i1.13045
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://library.oapen.org/handle/20.500.12657/51463
Hakim, L., Nurtirtayasa, E., Melati, T. R., Purwanto, P., Setiawan, B., & Rohim, A. (2025). Kreativitas Konten Digital dan Kredibilitas Influencer dalam Mempengaruhi Keputusan Pembelian Produk Lokal Mahasiswa di Instagram. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 1457–1464. https://doi.org/https://doi.org/10.31004/riggs.v4i2.681
Haris, M., & Azhar, A. (2025). Meningkatkan Minat Beli Konsumen Di Tiktok Shop: Peran E-Trust dan E-Service Quality Pada Produk Fashion Dalam Era Pemasaran Digital. Jurnal Inovasi Bisnis Manajemen Dan Akuntansi, 3(2), 170–183. https://doi.org/https://doi.org/10.65255/jibma.v3i2.146
Hariyanti, S. (2022). Pemanfaatan media sosial Tiktok sebagai sarana promosi kripik Jamur Tiram. Al-Muraqabah: Journal of Management and Sharia Business, 2(2), 126–145. https://doi.org/https://doi.org/10.30762/almuraqabah.v2i2.278
Heryadi, D. Y., Ekowati, D., & Chusumastuti, D. (2023). Pengaruh Kehadiran Media Sosial, Orientasi Pasar Terhadap Kinerja UMKM di Jawa Barat. Jurnal Bisnisman: Riset Bisnis Dan Manajemen, 5(1), 94–107. https://doi.org/https://doi.org/10.52005/bisnisman.v5i1.137
Kusnara, H. P., Pirous, H., & Fajri, F. J. F. (2025). Pengaruh Artificial Intelligence dan Social Media Marketing terhadap Minat Beli Generasi Z. Jurnal Dimamu, 5(1), 48–57. https://doi.org/https://doi.org/10.32627/dimamu.v5i1.1708
Mu’afa, F. S., Rusliana, T., & Yudawisastra, H. G. (2026). Pengalaman Konsumen Dalam Menggunakan Media Sosial Tiktok. Jurnal Ilmu Sosial Dan Humaniora, 2(1), 12–18. https://doi.org/https://doi.org/10.63822/g0ezqt44
Pongoh, A. G., Fahreza, R. A., Al Kindi, B., Pribadi, F. S., & Aprilianto, R. A. (2024). Systematic Literature Review (SLR): Dampak Pemanfaatan Artificial Intelligence untuk Meningkatkan Cyber Security. Cyber Security Dan Forensik Digital, 7(1), 34–41. file:///C:/Users/ASUS/Downloads/5.+csecurity-review-assignment-4486-article-text-14183-final-edit.pdf
Putri, A. S., & Nurhayati, S. (2024). Pengaruh algoritma TikTok dan konten kreatif pada TikTok Shop terhadap keputusan pembelian. Jurnal Bisnis, Manajemen, Dan Akuntansi, 11(1), 10–15. https://doi.org/https://doi.org/10.54131/jbma.v11i1.182
Ramdan, M. F., & Alfarisi, M. I. (2025). Peran Media Sosial Sebagai Alat Komunikasi Pemasarab Digital di Kalangan UMKM Studi Kasus : Cheesecuit. Gunung Djati Conference Series, 56, 1201–1206. https://www.conferences.uinsgd.ac.id/index.php/gdcs/article/view/3080/2151
Sabrina, C. Z. S., & Rialdy, N. (2024). Peran etika bisnis syariah dalam membangun kepercayaan konsumen. Journal of Sharia Economics Scholar (JoSES), 2(4). https://doi.org/https://doi.org/10.5281/zenodo.14619728
Selinggo, R. (2026). Live Streaming, Frekuensi Video Marketing, dan Keputusan Pembelian Mahasiswa di TikTok Shop. Journal of Business and Market Innovations (JBMI), 2(1), 10–26. https://jbmi.journal-icesb.org/index.php/jbmi
Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature review keputusan pembelian dan minat beli konsumen pada smartphone: harga dan promosi. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 301–313. https://doi.org/https://doi.org/10.38035/jmpis.v3i1
Sitorus, R. R., & Tambun, S. (2023). Challenges, Strategies and Qualifications of Auditors In The Society 5.0 Era. JRAK, 15(2), 228–240. https://doi.org/https://doi.org/10.23969/jrak.v15i2.7183
Subhaktiyasa, P. G. (2024). Menentukan populasi dan sampel: Pendekatan metodologi penelitian kuantitatif dan kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731. https://doi.org/10.29303/jipp.v9i4.2657
Wijanarko, A., & Sajili, M. (2023). Analisis theory of planned behavior pada perilaku anti-korupsi mahasiswa Universitas Paramadina. Ideas: Jurnal Pendidikan, Sosial, Dan Budaya, 9(1), 163–170. https://doi.org/https://doi.org/10.32884/ideas.v9i1.1148
Zicof, E., Hidayanti, R., Darwel, D., Erika, E., & Idriani, E. (2023). Model Kepercayaan Kesehatan terhadap Perilaku Pencegahan Penularan Covid-19 di Kota Padang. Jurnal Sehat Mandiri, 18(1), 168–180. https://doi.org/https://doi.org/10.33761/jsm.v18i1.983
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Siti Nurjanah, Rahmi Darnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
