INFLUENCE MARKETING INFLUENCER AND CONTENT MARKETING TO PURCHASE DECISION MEDIATED BY BRAND TRUST ON TIKTOK SOCIAL MEDIA MYKONOS PERFUME
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Abstract
The increasing digital era has made the use of social media a promotional medium for business owners to promote
their products. On TikTok social media, there are two main things that can be used as promotional material, namely
in the form of video content creation and promotional assistance from influencers. The Si.sora perfume brand, which
was only founded in November 2023, also took part in taking advantage of this opportunity, but what was done was
apparently not optimal enough. Therefore, this research was created to carry out benchmarking on similar perfume
brands, namely Mykonos Perfume. This study investigates how Influencer Marketing and Content Marketing affect
Purchase Decisions on Mykonos Perfume’s TikTok account, with Brand Trust tested as a mediating variable. The
study uses 187 respondents, consisting of Mykonos Perfume customers who made purchases during live-stream
sessions on the TikTok account @mykonofofficial. The collected data were analyzed using SmartPLS 4.0. The
findings indicate that Influencer Marketing does not significantly influence Purchase Decisions. In contrast, Content
Marketing and Brand Trust have a significant positive effect on Purchase Decisions. The results also show that both
Influencer Marketing and Content Marketing significantly influence Brand Trust. In addition, Brand Trust is
confirmed to mediate the effects of Influencer Marketing and Content Marketing on Purchase Decisions
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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