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All Journal JURNAL LENTERA BISNIS Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Bina Bangsa Ekonomika Jurnal Manajemen, Bisnis dan Kewirausahaan Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Journal Of Human And Education (JAHE) Journal of Management and Digital Business BULETIN BISNIS & MANAJEMEN (BBM) Dinamika Indonesian Journal of Management Science Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Hargyatni, Titin
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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DETERMINAN IMPULSE BUYING PADA BEAUTY PRODUCT: PERAN MEDIASI BRAND TRUST ANTARA E-WOM DAN CONTENT MARKETING DI TIKTOK SHOP Setyaningsih, Kema; Zusrony, Edwin; Hargyatni, Titin
JURNAL LENTERA BISNIS Vol. 15 No. 3 (2026): JURNAL LENTERA BISNIS, SEPTEMBER 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i3.2534

Abstract

This study aims to examine the influence of Electronic Word of Mouth (E-WOM) and Content Marketing on increasing impulse buying among Generation Z users of TikTok Shop, with Brand Trust serving as a mediating variable. A quantitative approach was employed, utilizing a sample of 80 respondents residing in Boyolali Regency, selected through non-probability sampling, specifically, purposive sampling. Data were collected using a questionnaire with a 1–5 Likert scale and analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method via SmartPLS software (version 4.1.1.8). The analysis results indicate that both E-WOM and Content Marketing have a positive and significant influence on impulse buying; similarly, Brand Trust demonstrates a positive and significant effect on impulse buying. Furthermore, Brand Trust was found to mediate the relationship between the independent variables (E-WOM and Content Marketing) and impulse buying. Theoretically, this study contributes empirical insights to the literature regarding the role of trust in digital marketing, particularly within social commerce platforms.
Co-Authors Dewi Widyaningsih Edwin Zusrony Fisy, Qotrunnada Rofiah Heni Susilowati HIDAYAT, ERWAN NUR Jaelani, Jaelani Jalari, Muhammad Kustami, Endang Kusumajaya, Robby Andika Kusumaningsih, Dhevi Dadi Kusumaningtyas, Dhevi Dadi Maulana, Putri Anindya Pertiwi, Heppy Atma Purwanti, Yuni Dwi Purwoko, Edo Indrawan Ratnaningrum Ratnaningrum, Ratnaningrum Setyaningsih, Kema Simatupang, Selvi Octapia Sulistyowati, Pemilia Yenni, Li