PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH TRUST
DOI:
10.54443/sibatik.v4i11.3678Published:
2025-10-31Downloads
Abstract
Digital transformation has fundamentally reshaped marketing paradigms, positioning content marketing as a key strategy for building meaningful relationships between brands and consumers. This study aims to analyze the effect of content marketing on purchase intention with trust as a mediating variable among male TikTok users in Denpasar City who are aware of the RUCAS fashion brand. This research employs a quantitative approach with a purposive sampling technique involving 100 qualified respondents. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The findings reveal that content marketing has a positive and significant effect on trust (t = 12.747; p < 0.05), trust positively affects purchase intention (t = 2.512; p < 0.05), and content marketing also positively affects purchase intention (t = 4.052; p < 0.05). Furthermore, trust partially mediates the relationship between content marketingand purchase intention, with a VAF value of 61.95%. The R² value for trust is 0.588 and for purchase intention is 0.506, while the Q² value of 0.797 indicates a strong model fit. These results highlight that authentic, relevant, and consistent content marketing strategies can effectively build consumer trust, ultimately increasing purchase intentions. Theoretically, this study reinforces the application of the Stimulus–Organism–Response (S-O-R) theory in digital marketing contexts, while practically providing insights for local brands to develop trust-based content marketing strategies as a foundation for improving purchase conversion.
Keywords:
Content marketing, Trust, Purchase intentionReferences
Alkharabsheh, A., & Zhen, L. (2021). Content marketing dimensions and their impact on consumer behavior. International Journal of Marketing Studies, 13(4), 78–92.
Bigne, E., Andreu, L., & Hernandez, B. (2020). Stimulus-organism-response model in online settings: An updated perspective. Journal of Consumer Behaviour, 19(4), 345–359.
Cahyaningtyas, A., & Wijaksana, A. (2021). Pengaruh konten TikTok terhadap keputusan pembelian konsumen. Jurnal Ilmu Komunikasi Digital, 5(1), 45–59.
Chen, M., & Martinez, J. (2023). The digital attention economy and brand strategy evolution. International Journal of Digital Marketing, 15(1), 13–29.
Content marketing Association. (2023). Authentic storytelling and consumer Trust report.
Darmajaya, D. (2025). Niat beli di era media sosial: Perspektif generasi Z. Jurnal Riset Konsumen Digital, 4(1), 9–19.
DataReportal. (2024). Digital 2024: Global overview report.
Deloitte. (2023). Consumer Trust survey 2023.
Digital Marketing Institute. (2022). Content formats and consumer engagement: 2022 trends.
Farjadian, A. (2022). Consumer response patterns in digital marketing environments. Journal of Digital Consumer Behavior, 8(3), 112–128.
Global Trust Barometer. (2023). Global Trust in brands report 2023.
Global Web Index. (2023). Digital behaviors and content consumption.
Gonzales, T., & Willems, J. (2023). Fashion brand content strategies: An archetype perspective. Journal of Fashion Marketing and Management, 27(1), 59–73.
Hassan, M., & Liu, C. (2024). Why Content marketing sometimes fails: A structural equation modeling approach. Journal of Consumer Research, 17(1), 89–104.
Hidayat, R., & Moko, S. (2021). Kepercayaan konsumen dalam pemasaran digital. Jurnal Ekonomi dan Bisnis, 10(1), 33–41.
Holliman, G., & Rowley, J. (2023). Business to business digital Content marketing: Marketers' perceptions of best practice. Journal of Research in Interactive Marketing, 17(2), 123–138.
Kantar Millward Brown. (2023). The connected consumer journey in fashion.
Kim, A. J., & Ko, E. (2022). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kumar, A., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2022). Managing the customer engagement process. International Journal of Electronic Commerce, 26(3), 89–105.
Lopes, I., & Casais, B. (2022). Content marketing strategy and brand engagement. Journal of Strategic Marketing, 30(1), 19–33.
McKinsey. (2023). The state of customer lifetime value: Digital trends report 2023.
Morgan, R. M., & Hunt, S. D. (2021). The commitment–Trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Nielsen Consumer Trust Index. (2023). Annual global consumer Trust index 2023.
Nusantara, M. D., & Pardede, R. (2023). Influence social media marketing, Content marketing and event marketing towards purchase intention mediated by customer engagement. Jurnal Pemasaran dan Digitalisasi, 5(2), 55–70.
Pinca, J. M., Labausa, F. S., & Cruda, N. E. (2024). Influence of digital marketing strategies on purchase intention. Journal of Marketing Development, 10(1), 20–31.
Rodriguez, M., Tan, H., & Lee, K. (2024). Psychological mechanisms of TikTok engagement in consumer decision-making. Asia Pacific Journal of Marketing, 13(2), 122–136.
Salesforce Research. (2023). State of connected commerce: Benchmarking fashion brands.
Sahni, S., & Sulistyo, H. (2025). Corporate Image Berbasis Corporate Social Responsibility, Trust Dan Social Engagement Di Cv. El-Hanif Putra Mandiri Group Magelang. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 4(7), 1207–1230. https://doi.org/10.54443/sibatik.v4i7.2842
Shadrina, T. R., & Sulistyanto, P. (2022). Strategi pemasaran konten dan perubahan perilaku konsumen. Jurnal Pemasaran Digital Indonesia, 4(2), 113–128.
Smith, P. R., & Chaffey, D. (2022). Digital marketing excellence: Planning, optimizing and integrating online marketing (6th ed.). Routledge.
SocialBakers. (2022). Sentiment analysis of fashion brand content.
StoryBrand. (2022). Why transformational storytelling wins engagement.
Sujatmiko, B., Wibowo, A., & Pratama, R. (2022). Aplikasi teori S-O-R dalam penelitian pemasaran digital. Jurnal Komunikasi Pemasaran, 15(3), 200–215.
Syafitri, N., & Nugraheni, R. (2018). Model stimulus-organism-response dalam konteks e-commerce. Jurnal Manajemen Teknologi, 17(2), 145–160.
Tafesse, W. (2021). Content strategies and brand Trust in social media. Journal of Business Research, 134, 543–552.
Wang, Y., Lin, J., & Chang, H. (2023). Building consumer Trust with content: A cross-platform analysis. Journal of Interactive Marketing, 24(2), 78–92.
Wexler, M., & Robbins, K. (2023). Impact of transformational marketing in digital fashion branding. Journal of Fashion Marketing, 17(2), 61–75.
Yusuf, M., Prasetya, R., & Dewi, A. (2022). Peran Content marketing dalam membentuk purchase intention generasi milenial. Jurnal Ekonomi Digital Indonesia, 8(1), 90–104.
Zhang, H., & Liao, X. (2022). From virality to revenue: Translating engagement into conversions. Journal of Brand Strategy, 12(3), 100–118.
License
Copyright (c) 2025 Putu Kevin Septian Wiryadharma, I Gusti Ayu Tirtayani
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
