Pengaruh Content marketing Dan E-WOM Terhadap Brand awareness Serta Implikasinya Pada Keputusan Pembelian Top One Produk Kecantikan di TikTokShop - Erika Riski Henri; Savira Salsabillah; Hermanto Hutagalung; Imelda Mardayanti (Balance : Jurnal Akuntansi dan Manajemen, 2026)
Perkembangan video-commerce, khususnya TikTokShop, telah mengubah komunikasi pemasaran dan perilaku konsumen. Penelitian ini menganalisis pengaruh content marketing dan Electronic Word of Mouth (E-WOM) terhadap brand awareness serta implikasinya pada keputusan pembelian produk kecantikan Glad2Glow di TikTokShop. Penelitian menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 100 pengguna TikTokShop yang pernah berinteraksi dengan konten Glad2Glow. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan Partial Least Squares (PLS) dengan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap brand awareness dan keputusan pembelian, serta brand awareness berpengaruh signifikan terhadap keputusan pembelian. Sebaliknya, E-WOM tidak berpengaruh signifikan terhadap brand awareness maupun keputusan pembelian, dan brand awareness tidak memediasi hubungan tersebut. Temuan ini menegaskan bahwa content marketing menjadi faktor utama yang mendorong keputusan pembelian secara langsung pada ekosistem video-commerce.   The rapid growth of video-commerce, particularly TikTokShop, has transformed marketing communication and consumer behavior. This study examines the effects of content marketing and Electronic Word of Mouth (E-WOM) on brand awareness and their implications for purchasing decisions of Glad2Glow beauty products on TikTokShop. A quantitative approach was employed using purposive sampling of 100 TikTokShop users who had interacted with Glad2Glow content. Data were collected through Likert-scale questionnaires and analyzed using Partial Least Squares (PLS) with SmartPLS 3.0. The results indicate that content marketing has a positive and significant effect on both brand awareness and purchasing decisions, while brand awareness significantly influences purchasing decisions. In contrast, E-WOM has no significant effect on brand awareness or purchasing decisions, and brand awareness does not mediate these relationships. The findings confirm that content marketing is the primary driver of purchasing decisions in the video-commerce ecosystem.