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

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 purchased from the 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 200 respondents are needed. For data collection, the research was carried out by distributing questionnaires online and using 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 encourage consumer purchasing decisions.