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Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 2 - 2026 | 280−298 | https://doi.org/10.53623/jdmc.v6i2.1437
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

The Effect of TikTok Content on Consumer Purchase Intention: A Study of Dapur Mamacan and Local Culinary MSMEs in Blora, Indonesia

Author(s): Revita Sulistia Ningsih 1 , Muhammad Nabil 2
Author(s) information:
1 Islamic Business Management Study Program, Faculty of Islamic Economics and Business, Institut Agama Islam Khozinatul Ulum (IAI Khozinatul Ulum) Blora, Central Java, Indonesia
2 Islamic Business Management Study Program, Faculty of Islamic Economics and Business, IAI Khozinatul Ulum Blora, Central Java, Indonesia

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Journal of Digital Marketing and Communication

Volume 6 - Issue 2 - 2026

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TikTok has become an important digital marketing platform for culinary micro, small, and medium enterprises (MSMEs). However, empirical evidence regarding its influence on consumer purchase intention in smaller regional markets remains limited. This study aimed to examine the relationship between TikTok content published by the “Makan di Blora” account and purchase intention toward Dapur Mamacan, a local culinary business in Blora, Indonesia, among students of IAI Khozinatul Ulum Blora. A quantitative cross-sectional survey was conducted involving 150 students selected through purposive sampling based on their exposure to the TikTok content. Data were collected using a five-point Likert-scale questionnaire comprising 12 items measuring TikTok content and eight items assessing purchase intention. Simple linear regression was employed to examine the overall relationship, while exploratory multiple regression was used to assess four content dimensions: attractiveness, credibility, informativeness, and clarity and exposure. Both measurement scales demonstrated good internal consistency (Cronbach's α = 0.86). Simple linear regression revealed a significant positive relationship between TikTok content and purchase intention (Y = 9.334 + 0.460X; β = 0.585; F(1, 148) = 76.83; p < 0.001). TikTok content explained 34.2% of the variance in purchase intention (R² = 0.342). The exploratory multiple regression indicated that informativeness and clarity and exposure were significantly associated with purchase intention, whereas attractiveness and credibility showed no significant independent associations. TikTok content is positively associated with purchase intention toward local culinary MSMEs, although its explanatory contribution is partial. Informative, clearly presented, and frequently encountered content may be particularly relevant to consumer decision-making. These findings highlight the importance of developing informative and accessible TikTok marketing strategies while considering other potential influences, including price, taste, service quality, and consumer trust.

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SUBMITTED: 24 September 2026
ACCEPTED: 31 October 2026
PUBLISHED: 4 November 2026
SUBMITTED to ACCEPTED: 37 days
DOI: https://doi.org/10.53623/jdmc.v6i2.1437

Cite this article
Ningsih, R. S. ., & Nabil, M. . (2026). The Effect of TikTok Content on Consumer Purchase Intention: A Study of Dapur Mamacan and Local Culinary MSMEs in Blora, Indonesia. Journal of Digital Marketing and Communication, 6(2), 280−298. https://doi.org/10.53623/jdmc.v6i2.1437
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