<![CDATA[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.]]>
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