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

Authors

  • Kharisma Putri Amelia Program Studi Manajemen, Fakultas Ekonomi, Universitas Swadaya Gunung jati, Cirebon, Indonesia
  • Annisa Sekar Ningrum Program Studi Manajemen, Fakultas Ekonomi, Universitas Swadaya Gunung jati, Cirebon, Indonesia
  • May Dedu Program Studi Manajemen, Fakultas Ekonomi, Universitas Swadaya Gunung jati, Cirebon, Indonesia
  • Agustina Program Studi Manajemen, Fakultas Ekonomi, Universitas Swadaya Gunung jati, Cirebon, Indonesia

DOI:

https://doi.org/10.58631/jtus.v3i6.158

Keywords:

content marketing, influencer endorsement, brand image, purchase decision

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.

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Published

2025-07-01