<![CDATA[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.]]>
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