The  EFFECT OF INFLUENCER MARKETING AND TIKTOK CONTENT STRATEGIES ON PURCHASING DECISIONS WITH TRUST AS A MEDIATING VARIABLE IN ELFORMULA SKINCARE PRODUCTS Case Study of Jambi University Students

Maharani; Syahmardi Yacob; Fitriaty

doi:10.22437/jbsmr.v9i2.53072

Authors

Maharani Jambi University
Syahmardi Yacob Jambi University
Fitriaty Jambi University

DOI:

https://doi.org/10.22437/jbsmr.v9i2.53072

Keywords:

Influencer Marketing, Content Marketing, Trust, Purchase Decision

Abstract

This study aims to analyse the influence of influencer marketing and TikTok content strategy on purchasing decisions for Elformula skincare products, with trust as a mediating variable. Using a quantitative approach, data was collected from 118 respondents through a questionnaire designed using a Likert scale. The analysis method involved multiple linear regression and mediation test. The results showed that influencer marketing and TikTok content strategy significantly influenced trust and purchase decision. Furthermore, trust was shown to partially mediate the influence of influencer marketing on purchase decisions, as well as partially mediate the influence of TikTok content strategy on purchase decisions. These findings confirm the importance of brands' collaboration with credible influencers and development of authentic and engaging content strategies on TikTok, not only to drive direct purchases but also to build and maintain consumer trust. This research provides important insights for brands in optimising their digital marketing strategies in the competitive skincare market.

References

Andini, S., & Widiastuti, R. (2021). Tren pasar skincare dan strategi pemasaran. Jurnal Pemasaran.

Casaló, L. V., Flavián, C., & Guinalíu, M. (2020). Influencers in the digital age: The role of social media. Journal of Business Research.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing. Pearson Education.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. Pearson.

Herman, A., Sutrisno, B., & Sari, R. (2023). The Role of Trust in Influencer marketing on Consumer Purchase Intentions. International Journal of Marketing Studies, 15(4), 100–115.

Hidayati, N., & Nugroho, A. (2020). Interaksi merek dan konsumen di media sosial. Jurnal Komunikasi.

Hwang, J., & Zhang, Q. (2018). The impact of social media influencers on consumer behavior. Journal of Business Research.

Imelda, S., & Riofita, R. (2024). Pengaruh influencer marketing terhadap keputusan pembelian produk kecantikan di media sosial TikTok. Jurnal Pemasaran Digital Indonesia.

Rachmawati, R., Sari, A. D., & Susanti, N. (2024). The Influence of Social Media Influencers on Brand Loyalty with Trust as a Mediation Variable in Generation Z. JSPI, 12(1), 55–68.

Setiawan, A., & Utami, R. (2020). Strategi konten di media sosial: TikTok sebagai platform pemasaran. Jurnal Komunikasi.

Shukmalla. (2023). Pengaruh Content Marketing dan Influencer marketing terhadap Keputusan Pembelian Produk Kosmetik Lokal di TikTok Shop. Jurnal Mirai Management, 5(2), 112–125.