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All Journal Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism
Cantika Gunawan
Politeknik Negeri Jakarta

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The Effect of Content Marketing on Purchase Decision with Brand Trust as a Mediating Variable: A Quantitative Study among Daviena Skincare Consumers on TikTok Cantika Gunawan; Nining Latianingsih; Iis Mariam
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 3 (2026): : August: Mercatura Lumina: Journal of Management, Entrepreneurship, and Touris
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/3kpmdd24

Abstract

The rapid growth of internet and social media use in Indonesia has encouraged skincare brands to rely on content marketing to engage consumers. Daviena Skincare, a local brand promoted through TikTok, faced a public trust challenge after a skincare influencer questioned the safety of products, sparking discussion. This study examines the effect of content marketing on purchase decision, both directly and indirectly through brand trust as a mediating variable, among Daviena Skincare consumers on TikTok. A quantitative approach was applied using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. A total of 131 responses were obtained through an online questionnaire and purposive sampling. The measurement model demonstrated convergent validity, discriminant validity, and reliability. The structural analysis revealed that content marketing significantly affects purchase decision and brand trust. Brand trust also positively affects purchase decision in the model. Furthermore, content marketing has a positive and significant indirect effect on purchase decision through brand trust, which functions as a complementary mediator. Content marketing and brand trust jointly explain 55.4% of the variance in purchase decision. The findings highlight the importance of relevant, accurate, informative, and trust-building TikTok content for strengthening consumer purchase decisions and sustaining competitiveness among local skincare brands.
Co-Authors Iis Mariam Nining Latianingsih