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All Journal Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Majalah Ekonomi J-MACC : Journal of Management and Accounting MABIS: Manajemen dan Bisnis Budimas : Jurnal Pengabdian Masyarakat Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) eCo-Fin EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat Jurnal Kawistara
I Made Bagus Dwiarta
Fakultas Ekonomi, Universitas PGRI Adi Buana Surabaya
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Content Marketing dan Electronic Word of Mouth (eWOM) terhadap Keputusan Pembelian melalui Trust (Kepercayaan) pada TikTok Shop Afifah Wildan Indah Cahyani; I Made Bagus Dwiarta; Anggita Cipta Pramesti; Indry Septya Mawardani; Anisa Nur Fitria
eCo-Fin Vol. 8 No. 2 (2026): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v8i2.3827

Abstract

Pesatnya perkembangan social commerce melalui platform TikTok Shop telah mengubah perilaku belanja digital secara fundamental, namun masih terdapat ambiguitas dalam pemahaman mengenai peran variabel psikologis seperti kepercayaan dalam memediasi strategi pemasaran konten. Penelitian ini bertujuan untuk menganalisis pengaruh dari content marketing dan Electronic Word of Mouth (E-WOM) terhadap Keputusan pembelian dengan menempatkan kepercayaan (trust) sebagai variabel mediasi pada pengguna TikTok Shop, khususnya Generasi Z di Surabaya. Pendekatan penelitian yang digunakan adalah kuantitatif dengan explanatory research. Data dikumpulkan melalui kuesioner dari kepada 112 responden yang dipilih menggunakan Teknik purposive sampling dengan kriteria pengguna aktif TikTok dengan melakukan transaksi dalam enam bulan terakhir. Analisis data dilakukan menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) melalui pengujian outer model dan inner model. Temuan penelitian menunjukkan bahwa content marketing dan E-WOM memiliki pengaruh positif dan signifikan terhadap Keputusan pembelian konsumen, baik secara langsung maupun melalui mediasi variabel kepercayaan (trust). Kepercayaan (trust) terbukti menjadi mekanisme krusial yang memperkuat niat beli konsumen dalam ekosistem platform video pendek. Hasil ini memberi implikasi praktis bagi para pelaku usaha untuk memberi prioritas pada Pembangunan integritas merek dan kualitas dari konten guna meminimalkan Risiko ketidakpastian bagi konsumen digital.
Social media engagement as a mediator of viral marketing, brand image, and Aerostreet purchase intention Muhammad Ifanto Kurniawan; I Made Bagus Dwiarta
Manajemen dan Bisnis Vol 25, No 2 (2026): July 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i2.1057

Abstract

The development of social media, especially TikTok, has transformed digital marketing strategies by encouraging more intense interactions between brands and consumers. This research explores the relationships between viral marketing, brand image, and purchase intention, with social media engagement serving as a mediator among TikTok users of the Aerostreet shoe brand in Surabaya. This research applies a quantitative approach with data collection through surveys, involving 160 purposively selected respondents. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. Empirical findings show a significant relationship between social media engagement and purchase intention.. In addition, the findings reveal that social media engagement exerts a significant influence on purchase intention. The mediation analysis further confirms that social media engagement serves as a meaningful intervening mechanism through which viral marketing and brand image affect consumers’ purchase intention. These results highlight the critical role of interactive and emotionally engaging content in shaping purchasing decisions, particularly within the TikTok environment. The findings of this study not only contribute to strengthening digital marketing literature, but also provide practical benefits for MSMEs in increasing the effectiveness of marketing communications through social media.
Co-Authors Afifah Wildan Indah Cahyani Anak Agung Sagung Alit Widyastuty Anggita Cipta Pramesti Anisa Nur Fitria Bisma Arianto Christina Menuk Sri Handayani Djoko Adi Walujo Fauziyah Fauziyah Indry Septya Mawardani Muhammad Ifanto Kurniawan Mutiara Rachma Ardhan Nashrudin Latif Nashrudin Latif Siti Samsiyah Sugijanto Suharyanto Taudlikhul Afkar Vira Rizky Ariestania Yuni Sukandani