<![CDATA[The rapid development of TikTok as a social media and social commerce platform has transformed consumer behavior in seeking information and purchasing fashion products. Content marketing and influencers have become widely used marketing strategies to attract consumer attention. However, purchase decisions are influenced not only by promotional activities but also by consumers' level of trust in a brand. This study aims to analyze the influence of content marketing and influencers on fashion product purchase decisions among Generation Z in Lamongan, with brand trust serving as a mediating variable. This study employed a quantitative approach using a purposive sampling method. The research sample consisted of 180 Generation Z respondents in Lamongan who had viewed fashion product content on TikTok. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0. The results of the study indicate that content marketing and influencers have a positive and significant effect on purchase decisions and brand trust. Brand trust also has a positive and significant effect on purchase decisions. Furthermore, brand trust was proven to mediate the influence of content marketing and influencers on fashion product purchase decisions. This study demonstrates that brand trust plays an important role in enhancing the purchase decisions of Generation Z consumers through digital marketing strategies on TikTok. Therefore, fashion businesses should pay close attention to content quality and influencer credibility in order to build consumer trust in their brands.]]>
