Analisis Pengaruh Topik pada Short Video Content terhadap Penjualan Produk Search Goods

Aliya Nur Fitriani, Ir. Yun Prihantina Mulyani, S.T., M.Sc., Ph.D., IPM., ASEAN Eng.

2026 | Skripsi | TEKNIK INDUSTRI

Perkembangan TikTok di Indonesia telah menjadikan short video content (SVC) sebagai bentuk media pemasaran digital yang digunakan untuk memperkenalkan produk, membangun respons audiens, dan mendorong penjualan. Dalam konteks social commerce, SVC tidak hanya berfungsi sebagai media hiburan, tetapi juga sebagai media penyampaian informasi produk, pengalaman penggunaan, promosi, dan sarana interaksi. Dalam pemanfaatannya, pemilihan topik konten SVC harus sesuai dengan karakter produk dan kebutuhan konsumen. Pada search goods seperti home appliances, efektivitas konten juga dapat dilihat dengan mempertimbangkan harga produk karena produk ini memiliki karakteristik fungsional yang memerlukan evaluasi sebelum pembelian.

Penelitian ini bertujuan untuk menganalisis pengaruh topik SVC terhadap penjualan produk melalui customer engagement serta menguji peran harga sebagai moderator di TikTok. Topik konten dianalisis berdasarkan uses and gratifications theory (UGT), yang terdiri dari informational, entertaining, relational, dan remunerative content. Penelitian ini menggunakan pendekatan kuantitatif dengan data sekunder dari TikTok dan TikTok Shop. Pengolahan topik konten dilakukan dengan quantitative content analysis berbasis custom dictionary dan pengujian hubungan antarvariabel dilakukan menggunakan moderated mediation regression dengan metode bootstrapping. 

Hasil penelitian menunjukkan bahwa keempat topik SVC tidak berpengaruh signifikan terhadap customer engagement. Pada model utama, entertaining content dan relational content berpengaruh positif langsung terhadap penjualan produk. Berdasarkan kategori harga, informational, entertaining, dan relational content berpengaruh positif terhadap penjualan pada produk harga rendah, sedangkan pada produk harga tinggi seluruh topik konten tidak berpengaruh signifikan. Customer engagement berpengaruh positif signifikan terhadap penjualan produk, tetapi tidak terbukti memediasi hubungan antara topik SVC dan penjualan produk. Harga produk tidak memoderasi hubungan antara topik SVC dengan customer engagement, hubungan langsung topik SVC dengan penjualan produk, maupun pengaruh tidak langsung melalui customer engagement. Namun, harga produk terbukti memperlemah hubungan antara customer engagement dan penjualan produk, karena pengaruh customer engagement terhadap penjualan lebih kuat pada produk harga rendah dibandingkan harga tinggi. Hal ini menunjukkan bahwa pada search goods, topik konten tertentu dapat mendorong penjualan secara langsung, sedangkan customer engagement berperan sebagai prediktor penjualan yang efektivitasnya dipengaruhi oleh harga produk.

The growth of TikTok in Indonesia has positioned short video content (SVC) as an important digital marketing medium for introducing products, generating audience responses, and encouraging sales. In social commerce, SVC functions not only as entertainment, but also as a channel for delivering product information, demonstrating usage experience, presenting promotional messages, and facilitating interaction. The important aspect of using SVC is selecting content topics that match product characteristics and consumer needs. For search goods such as home appliances, content effectiveness also needs to be examined by considering product price, as these products have functional characteristics that require evaluation prior to purchase. 

This study aims to analyze the effect of SVC topics on product sales through customer engagement and to examine the moderating role of product price on TikTok Shop. The content topics analyzed based on the Uses and Gratifications Theory (UGT), consist of informational content, entertaining content, relational content, and remunerative content. This study applies a quantitative approach using secondary data from TikTok Shop were processed using quantitative content analysis based on a custom dictionary, while the relationships among variables were tested using moderated mediation regression with bootstrap method.

The results show that the four SVC topics do not have significant effect on customer engagement. However, several content topics are found to influence product sales under certain conditions. In the main model, entertaining content and relational content have a direct positive effect on product sales. Based on price categories, informational, entertaining, and relational content positively affect sales for low-priced products, whereas for high-priced products, none of the content topics show a significant effect. Customer engagement positively affects product sales, but it does not mediate the relationship between SVC topics and product sales. Product price does not moderate the relationship between SVC topics and customer engagement, the direct relationship between SVC topics and product sales, or the indirect effect through customer engagement. However, product prices are found to weaken the relationship between customer engagement and product sales, as the effect of customer engagement on sales is stronger for low-priced products than for high-priced products. These findings indicate that, in context of search goods, certain content topics can directly drive sales, while customer engagement serves as a predictor of sales whose effectiveness is influenced by product price.

Kata Kunci : short video content, home appliances, customer engagement, product sales, TikTok Shop.