The Effects of Content Marketing and Brand Image on Purchase Decisions with Brand Trust as a Mediating Variable for Pinkflash Products through TikTok Shop
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Abstract
The development of social commerce has changed consumer behavior in making purchase decisions, particularly in the cosmetics industry. TikTok Shop is a platform that integrates entertainment and transactions, encouraging companies to develop content marketing strategies and build a stronger brand image. This study aims to analyze the effects of content marketing and brand image on purchase decisions, with brand trust as a mediating variable, for Pinkflash products through TikTok Shop. The study adopted a quantitative approach using an explanatory research method. The population comprised 758 active students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, while the sample consisted of 160 respondents selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale. Data analysis employed Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings show that content marketing positively affects brand trust and purchase decisions. Brand image also positively affects both brand trust and purchase decisions. Furthermore, brand trust positively affects purchase decisions and mediates the effects of content marketing and brand image on purchase decisions. The findings indicate that successful digital marketing depends not only on content quality and brand image but also on a company’s ability to build consumer trust in product safety, credibility, and quality.
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