<![CDATA[The purpose of this research is to examine how Azarine sunscreen purchase choices are impacted by influencer credibility and content marketing tactics. Using a descriptive verification technique, a quantitative methodology is used. 110 active TikTok social media users who had bought Azarine sunscreen were given the questionnaire. Non-probability selection techniques, particularly the purposive sampling approach, were used to choose the research sample. SmartPLS-3.0 was used for data analysis, using Structural Equation Modeling (SEM). The findings demonstrated the favorable and considerable impact of influencer credibility on purchase choices, highlighting the significance of influencer trust, knowledge, and beauty in swaying customers. The lack of a major impact of content marketing on purchase choices, on the other hand, suggests that the material offered needs to be more convincing and relevant. Overall, 64.8% of the variance in purchase choices can be explained by these variables, with other factors influencing the remaining portion. This research has significant ramifications for Azarine in terms of enhancing influencer partnerships and content marketing quality to promote wiser purchase choices. Astrak Tujuan studi ini guna menganalisis pengaruh kredibilitas influencer dan strategi content marketing terhadap keputusan pembelian sunscreen Azarine. Menggunakan teknik verifikasi deskriptif, metodologi kuantitatif digunakan. 110 pengguna media sosial TikTok aktif yang telah membeli tabir surya Azarine diberikan kuesioner. Teknik pemilihan non-probabilitas, khususnya pendekatan purposive sampling, digunakan untuk memilih sampel penelitian. SmartPLS-3.0 digunakan untuk analisis data, menggunakan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Temuan studi membuktikan jika kredibilitas influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, mencerminkan pentingnya kepercayaan, keahlian, dan daya tarik influencer dalam memengaruhi konsumen. Sebaliknya, content marketing tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian, yang mengindikasikan perlunya peningkatan relevansi dan elemen persuasif dalam konten yang disajikan. Secara keseluruhan, kedua variabel menjelaskan 64,8% variasi keputusan pembelian, sementara sisanya dipengaruhi oleh faktor lain. Studi ini memberikan implikasi penting bagi Azarine dalam memperkuat kolaborasi dengan influencer dan meningkatkan kualitas content marketing untuk mendorong keputusan pembelian yang lebih efektif.]]>
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