ABSTRACT 

Adam Masyhuri (2025). The Effect of Content Marketing and Influencer Marketing 

on Social Media Engagement: A Study of TikTok Users Interacting with Tokopedia’s 

Official Account. 

Supervisor: Dr. Raden Roro Yulianti Prihatiningrum 

This study aims to analyze the effect of Content Marketing on Social Media 

Engagement, examine the effect of Influencer Marketing on Social Media Engagement, 

and investigate the simultaneous effect of Content Marketing and Influencer Marketing 

on Social Media Engagement among TikTok users who interact with Tokopedia’s 

official account. 

This study employed a quantitative research approach, using Content Marketing, 

Influencer Marketing, and Social Media Engagement as the main variables. A total of 

161 respondents participated in this study through an online questionnaire distributed 

using a purposive sampling technique. The data were analyzed using multiple linear 

regression analysis, and data processing was conducted with the assistance of the 

Statistical Package for the Social Sciences (SPSS) version 30. 

The results indicate that Content Marketing has a positive and significant effect on 

Social Media Engagement among TikTok users who interact with Tokopedia’s official 

account. Influencer Marketing also has a positive and significant effect on Social Media 

Engagement. Furthermore, Content Marketing and Influencer Marketing 

simultaneously have a positive and significant effect on Social Media Engagement 

among TikTok users who interact with Tokopedia’s official account. 

Keywords: Content Marketing, Influencer Marketing, Social Media Engagement, 

TikTok, Tokopedia.