Content Marketing and Influencer Marketing as Drivers of Tiktok Shop Purchase Decisions: The Mediating Role of Brand Trust

Warnika Febri Astanty (Business Department, Pangkep State Polytechnic of Agriculture)
Yunarti (Business Departement, Pangkep State Polytechnic of Agriculture)
Alma Pradilla (Business Department, Pangkep State Politechnic of Agriculture)

JURNAL MANAJEMEN BISNIS
Vol. 13 No. 2 (2026): September

The growth of social commerce has transformed how consumers obtain product information, evaluate brands, and make purchasing decisions. This study examines the effects of content marketing and influencer marketing on purchase decisions, with brand trust as a mediating variable among TikTok Shop users. A quantitative approach was employed using questionnaire data from 277 students at four educational institutions in Pangkep Regency, Indonesia. Data were analyzed using multiple linear regression and mediation analysis. The results show that content marketing and influencer marketing positively and significantly affect purchase decisions and brand trust. Brand trust positively and significantly influences purchase decisions. Mediation analysis confirms significant indirect effects of content marketing and influencer marketing on purchase decisions through brand trust, indicating partial mediation because the direct effects remain significant. These findings suggest that marketers should develop informative content, collaborate with influencers, and strengthen brand trust to improve consumer purchase decisions on social commerce platforms.