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The Influence of Content Marketing and Influencer Endorsement on Purchase Decision Through Brand Image Mediation

Year: 2025

Type: article

Abstract: This study aims to test the effect of content marketing and influencer endorsement on purchasing decisions with brand image as a mediating variable. This study was conducted on active TikTok Shop users who had made purchases at TikTok Shop. This type of study is a causal qualitative study with data analysis applying the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The number of samples used is the Hair formula so that the number of indicators is 20 so that 200 respondents are needed. For data collection, the research was carried out by distributing questionnaires online and purposive random sampling. The findings of the hypothesis test describe Content Marketing and Influencer Endorsement as having a positive and significant effect on Brand Image. Then, Brand Image has a positive and significant effect on Purchasing Decisions. These findings indicate that marketing strategies through content and influencer support can improve brand image, and in turn can encourage consumer purchasing decisions.

Source: Journal Transnational Universal Studies

DOI: 10.58631/jtus.v3i6.158

Authors: Kharisma Putri Amelia, Annisa Sekar Ningrum, May Dedu, Agustina

Institution: Universitas Swadaya Gunung Jati

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4411938733

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