Pengaruh Content Marketing dan Electronic Word of Mouth terhadap Impulsive Buying Pengguna Tiktok Shop Mahasiswa Kota Denpasar dengan Brand Trust sebagai Variabel Mediasi

Ni Komang Yeni Helpani; Komang Widhya Sedana Putra P

doi:10.30640/inisiatif.v5i2.6186

Authors

Ni Komang Yeni Helpani Universitas Pendidikan Nasional
Komang Widhya Sedana Putra P Universitas Pendidikan Nasional

DOI:

https://doi.org/10.30640/inisiatif.v5i2.6186

Keywords:

Brand Trust, Content Marketing, Impulsive Buying, SEM-PLS, TikTok Shop

Abstract

This study aims to analyze the effect of Content Marketing and Electronic Word of Mouth (e-WOM) on Impulsive Buying behavior of TikTok Shop users among students in Denpasar City, with Brand Trust as a mediating variable. This research employs a quantitative approach by distributing questionnaires to 180 respondents who are TikTok Shop users. The sampling technique used is purposive sampling, in which respondents are selected based on specific criteria, such as having made purchases through TikTok Shop. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS version 4.0 software. The results show that Content Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant effect on Impulsive Buying as well as Brand Trust. Furthermore, Brand Trust has a positive and significant effect on Impulsive Buying. The mediation test results indicate that Brand Trust partially mediates the effect of Content Marketing and Electronic Word of Mouth (e-WOM) on Impulsive Buying. These findings confirm that digital marketing strategies through engaging content and positive consumer reviews can enhance Brand Trust, which ultimately encourages Impulsive Buying behavior. Therefore, business practitioners are advised to improve the quality of marketing content and effectively manage consumer reviews to strengthen Brand Trust and increase consumer purchasing behavior on TikTok Shop.

References

Abdul, A. A., Faturrahman, M., & Ruswandi, W. (2026). Pengaruh social media marketing dan brand trust terhadap keputusan pembelian pada aplikasi Shopee (studi kasus di Kota Sukabumi). Indonesian Journal of Social Science and Education (IJOSSE), 2(1), 209–220. https://doi.org/10.62567/ijosse.v2i1.1977

Abidin, A. R., Abidin, M., & Makassar, A. (2021). Urgensi komunikasi model stimulus organism response (S-O-R) dalam meningkatkan kualitas pembelajaran. Al-Tadzkiyyah: Jurnal Pendidikan Islam, 6(2). https://doi.org/10.33477/alt.v6i2.2525

Amanda, I., & Trimarjono, A. (2026). Pengaruh strategi FoMO marketing, celebrity endorser, dan brand trust terhadap perilaku impulsive buying pada konsumen generasi Z pengguna TikTok Shop di Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 8914–8924. https://doi.org/10.31004/riggs.v4i4.5233

Angelina, J., & Wijaya, S. (2025). Pengaruh content marketing, price discount, dan live streaming terhadap impulsive buying pada TikTok Shop (studi kasus pada akun Louissescarllett). Jurnal Niaga Mandiri, 2(2). https://doi.org/10.62237/jnm.v2i2.279

Aurelia, G., Setyabudi, D., & Manalu, S. R. (n.d.). Pengaruh terpaan promosi penjualan dan terpaan e-word of mouth #ShopeeHaul di TikTok terhadap perilaku impulse buying. Retrieved from https://www.fisip.undip.ac.id

Cahyani, P. D., & Maharani, B. D. (2026). Pengaruh content marketing dan customer engagement terhadap purchase decisions konsumen TikTok Shop dengan brand trust sebagai variabel mediasi. Jurnal Manajemen Terapan dan Keuangan (Mankeu), 15(1).

Desvira, N. S., & Aransyah, M. F. (2023). Analysis of factors influencing interest and behavior in using ShopeePay features using the unified theory of acceptance and use of technology (UTAUT2) model. Jurnal Sisfokom (Sistem Informasi dan Komputer), 12(2), 178–191. https://doi.org/10.32736/sisfokom.v12i2.1594

Dwitya, B. H. K. (2023). Pengaruh faktor-faktor yang mempengaruhi pembelian impulsif dalam live streaming shopping.

Fadila, N., Susilowati, F., & Sumarmi, S. (2025). What drives impulse buying on Shopee? Exploring the influences of live streaming, online trust, and e-WOM. Jurnal Ilmu Manajemen, 14(2), 201–212. https://doi.org/10.32502/jim.v14i2.432

Faesal, F., Luqyana, N. M., Sa’idah, N., & Aji, G. (2023). Dampak penutupan TikTok Shop dalam penjualan produk. Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen, 3(1), 108–114. https://doi.org/10.30640/inisiatif.v3i1.1986

Fitriani, T. N., Kurniawan, B., & Goeltom, H. C. (n.d.). Pengaruh brand trust dan brand awareness terhadap purchase intention melalui brand satisfaction sebagai variabel intervening.

Haidar, M. H., & S, B. W. (2024). Pengaruh influencer marketing, affiliate marketing, product display terhadap impulsive buying pada pengguna TikTok Shop-Tokopedia (studi kasus mahasiswa Universitas Islam Malang Fakultas Ekonomi dan Bisnis angkatan 2022).

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). https://doi.org/10.1007/978-3-030-80519-7

Ketut, N., Dewi, F. C., Ayu, G., & Giantari, K. (2025). Peran brand trust memediasi pengaruh e-WOM terhadap keputusan pembelian Scarlett Whitening di Kota Denpasar. JUIMA: Jurnal Ilmu Manajemen, 15(2). https://doi.org/10.24843/EJMUNUD.2026.v15.i2.p07

Kurrota ’Aini, N., & T. (2023). Pengaruh hedonic shopping value, shopping lifestyle, dan money availability terhadap impulse buying.

Mas, H. A. I., & W. B. (2024). Pengaruh sales promotion, content marketing, dan shopping lifestyle terhadap impulse buying pada aplikasi TikTok Shop.

Mufti, R. D. W., & Hariyanto, D. (2025). Pengaruh content marketing di TikTok dan FOMO (fear of missing out) terhadap impulsive buying pada mahasiswa UMSIDA. Jurnal Ilmu Sosial dan Ilmu Politik (JISIP), 14(1), 68–79. https://doi.org/10.33366/jisip.v14i1.3173

Naufan, F. D. (2024). Efektivitas e-WOM pada media TikTok dalam meningkatkan minat beli dan keputusan pembelian. Syntax Literate, 9(2). https://doi.org/10.36418/syntax-literate.v9i2.15260

Novilia, E., Harwida, G., Sudarmiatin, & Hermawan, A. (2025). Understanding purchase intention in the social media era: A systematic literature review of social media marketing, eWOM, brand image, and brand trust. International Journal of Integrative Sciences, 4(11), 2731–2748. https://doi.org/10.55927/ijis.v4i11.709

Nurhaifa, M. S. A. S. T. (2025). Pengaruh content marketing dan brand trust terhadap keputusan pembelian produk Skintific pada platform TikTok Shop (studi pada mahasiswa perempuan di Universitas Sembilanbelas November Kolaka).

Pratama, A., Ariani, S., & Salwa, N. (2025). Pengaruh penggunaan e-commerce TikTok Shop terhadap perilaku konsumtif mahasiswa/i di DI Yogyakarta. Jurnal Ilmu Komunikasi dan Sosial Politik, 2(3). Retrieved from https://jurnal.ittc.web.id/index.php/jiksp/index

Prawira, I. W., & Warmika, I. G. K. (2025). Peran brand trust memediasi pengaruh social media marketing terhadap purchase decision pada TikTok Shop. E-Jurnal Manajemen Universitas Udayana, 14(8). https://doi.org/10.24843/ejmunud.2025.v14.i8.p05

Rahmani, D. A., & Ardaninggar, S. S. (2024). Pengaruh struktur aset dan sales growth terhadap struktur modal. Retrieved from http://jurnal.kolibi.org/index.php/neraca

Rahmawati, N. (2026a). Peran price discount dan electronic word of mouth (e-WOM) dalam meningkatkan impulse buying melalui positive emotion pada Gen Z pengguna TikTok Shop di Kota Semarang. Alz, 4(1). https://doi.org/10.61104/alz.v4i1

Rahmawati, N. (2026b). Peran price discount dan electronic word of mouth (e-WOM) dalam meningkatkan impulse buying melalui positive emotion pada Gen Z pengguna TikTok Shop di Kota Semarang. Alz, 4(1). https://doi.org/10.61104/alz.v4i1

Su’ada, N., Asiyah, S., & Rachmadi, K. R. (2025). Pengaruh fear of missing out (FoMO), gaya hidup, content marketing, dan flash sale terhadap pembelian impulsif produk sepatu Aerostreet di TikTok Shop (studi kasus pada mahasiswa Kota Malang).

Wijayanti, M., & Kurniawan, D. (2024). Pengaruh live shopping, discount, dan kualitas produk terhadap impulse buying pada marketplace TikTok Shop. Jurnal Ilmiah Ekonomi dan Manajemen, 2(8), 425–437. https://doi.org/10.61722/jiem.v2i8.2308