Content Marketing and Influencer Marketing as Drivers of Tiktok Shop Purchase Decisions: The Mediating Role of Brand Trust
DOI:
https://doi.org/10.33096/jmb.v13i2.1775Keywords:
Content Marketing; Influencer Marketing; Brand Trust; Purchase Decision; Tiktok ShopAbstract
The growth of social commerce has transformed how consumers obtain product information, evaluate brands, and make purchasing decisions. This study examines the effects of content marketing and influencer marketing on purchase decisions, with brand trust as a mediating variable among TikTok Shop users. A quantitative approach was employed using questionnaire data from 277 students at four educational institutions in Pangkep Regency, Indonesia. Data were analyzed using multiple linear regression and mediation analysis. The results show that content marketing and influencer marketing positively and significantly affect purchase decisions and brand trust. Brand trust positively and significantly influences purchase decisions. Mediation analysis confirms significant indirect effects of content marketing and influencer marketing on purchase decisions through brand trust, indicating partial mediation because the direct effects remain significant. These findings suggest that marketers should develop informative content, collaborate with influencers, and strengthen brand trust to improve consumer purchase decisions on social commerce platforms.
Downloads
References
Burhanudin, & Puspita, H. M. (2023). The role of trust in social commerce site in purchasing behavior on TikTok Shop Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan, 7(6). https://doi.org/10.24912/jmbk.v7i6.27271
Cahyani, A. W. I., Dwiarta, I. M. B., Pramesti, A. C., Mawardani, I. S., & Fitria, A. N. (2026). Pengaruh content marketing dan electronic word of mouth (eWOM) terhadap keputusan pembelian melalui trust (kepercayaan) pada TikTok Shop. eCo-Fin, 8(2). https://doi.org/10.32877/ef.v8i2.3827
DataReportal. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Fadly, H. D., & Sutama, S. (2020). Membangun pemasaran online dan digital branding di tengah pandemi Covid-19. Jurnal Ecoment Global, 5(2), 213–222. https://doi.org/10.35908/jeg.v5i2.1042
Faoziyah, N., Noviasari, H., Siregar, P. A., & Ishadi. (2025). Pengaruh influencer, content marketing, dan online customer review terhadap keputusan pembelian produk Somethinc di TikTok Shop melalui kepercayaan konsumen pada Generasi Z di Kota Pekanbaru. Procuratio: Jurnal Ilmiah Manajemen, 13(4). https://doi.org/10.35145/procuratio.v13i4.5616
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Fristamara, Y., Trianasari, & Rahmawati, P. I. (2024). Antecedent of purchase decisions on social commerce TikTok Shop. Jurnal Indonesia Sosial Teknologi, 5(2), 614–631. https://doi.org/10.59141/jist.v5i2.911
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11, 235. https://doi.org/10.1057/s41599-024-02760-9
Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603_7
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M.-O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
Holbrook, M. B., & Chaudhuri, A. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from recent inquiries and thoughts on future directions. International Journal of Advertising, 41(1), 1–5. https://doi.org/10.1080/02650487.2022.2031729
Kenang, I. H., & Kasetty, D. M. (2024). Shaping trust through argument quality: Exploring its impact on purchase intentions in social commerce. The Winners, 25(1). https://doi.org/10.21512/tw.v25i1.11705
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh content marketing dan influencer marketing terhadap keputusan pembelian pada pengguna aplikasi Tik-Tok di wilayah DKI Jakarta. IKRAITH-EKONOMIKA, 6(1), 180–187.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Prestyasih, N. I., & Hati, S. R. H. (2025). The role of social commerce trust and satisfaction on TikTok consumer purchasing behavior. Jurnal Ilmiah Manajemen Kesatuan, 13(4). https://doi.org/10.37641/jimkes.v13i4.3455
Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break through the clutter, and win more customers by marketing less. McGraw-Hill.
Tseng, H.-T. (2023). Shaping path of trust: The role of information credibility, social support, information sharing and perceived privacy risk in social commerce. Information Technology & People, 36(2), 683–700.
Tegar Mulya Aji R. (2023). The influence of product reviews, trust, and marketing content on TikTok on Jiniso’s product purchase decisions. Formosa Journal of Sustainable Research, 2(4), 899–918.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
