Pengaruh Influencer Marketing dan TikTok Affiliate terhadap Keputusan Pembelian Dimediasi oleh Brand Trust


Authors

  • Kadek Ayu Yuliastya Dewi Universitas Pendidikan Nasional, Denpasar, Indonesia
  • Ni Wayan Lasmi Universitas Pendidikan Nasional, Denpasar, Indonesia

DOI:

https://doi.org/10.47065/arbitrase.v6i2.2769

Keywords:

Influencer Marketing; TikTok Affiliate; Brand Trust; Purchase Decision; Aijo

Abstract

This study aims to analyze the effect of influencer marketing and TikTok affiliate on purchase decisions with brand trust as a mediating variable among brand Aijo consumers in Denpasar. The research objects include TikTok users who are familiar with or interact with brand Aijo’s promotional content. This study employs a quantitative approach using purposive sampling on 170 respondents, and the data were analyzed using SEM-PLS. The research findings indicate several important results: (1) influencer marketing has a positive and significant effect on brand trust, (2) TikTok affiliate also has a positive and significant effect on brand trust, (3) brand trust has a positive and significant effect on purchase decisions, (4) influencer marketing has a direct positive and significant effect on purchase decisions, and (5) TikTok affiliate has a direct positive and significant effect on purchase decisions. Furthermore, brand trust significantly mediates the relationship between influencer marketing and purchase decisions, as well as between TikTok affiliate and purchase decisions. These findings support the source credibility theory and brand relationship theory, which explain that influencer credibility and consumer trust are crucial factors in enhancing the effectiveness of digital marketing strategies through social media platforms.

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Published: 2025-11-19
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Vol. 6 No. 2 (2025): November 2025

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Copyright (c) 2025 Kadek Ayu Yuliastya Dewi, Ni Wayan Lasmi

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