The Influence of Soft Selling Content Marketing on Online Repurchase Decisions of TikTok Followers of MLBB E-Sports Teams in Indonesia
Abstract
This study aims to obtain an overview and influence of soft selling content marketing on online repurchase decisions among TikTok followers of the MLBB e-sports team in Indonesia. The type of research used is descriptive and verification. With a quantitative approach, the population in this study amounted to 16,342,300 with a sample of 349 respondents who were TikTok followers of the MLBB e-sports team in Indonesia using a purposive sampling technique. Data were processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that soft selling content marketing has a significant influence on online repurchase decisions, this is indicated by the magnitude of the critical ratio value which is greater than the minimum value, meaning there is a positive and significant influence between the soft selling content marketing variables on online repurchase decisions simultaneously. This statement can be assumed that the better the implementation of relevant, informative, and persuasive soft selling content marketing, the higher the tendency of TikTok followers of the MLBB e-sports team in Indonesia to make online repurchase decisions.
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DOI: https://doi.org/10.17509/strategic.v26i1.96975
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