Authors : Henri Dwi Wahyudi; Faqih Miftahudin; Agnes Defiana

Volume/Issue : Volume 11 - 2026, Issue 4 - April

Google Scholar : https://tinyurl.com/yrbf55as

Scribd : https://tinyurl.com/4687we3r

DOI : https://doi.org/10.38124/ijisrt/26apr2168

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The rapid proliferation of digital platforms, particularly TikTok, has fundamentally reshaped consumer purchase behavior in emerging markets. This study examines the influence of digital marketing, influencer marketing, and content marketing on the purchase decisions of TikTok users in Indonesia. Employing a quantitative research design, data were collected from 172 respondents via purposive sampling and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) through Smart PLS 3.0. The findings reveal that all three variables exert a significant positive effect on purchase decisions. Content marketing demonstrates the strongest influence (β = 0.446, t = 6.689, p < 0.05), followed by digital marketing (β = 0.351, t = 4.962, p < 0.05) and influencer marketing (β = 0.123, t = 2.131, p < 0.05). The model accounts for 68.8% of the variance in purchase decisions (R² = 0.688), indicating strong explanatory power. These findings suggest that businesses leveraging TikTok as a marketing channel should prioritize high-quality, creative content as the primary driver of consumer purchasing behavior, while complementing it with targeted digital advertising and strategic influencer collaborations. This study contributes to the growing body of literature on digital consumer behavior in the context of shortform video platforms in developing economies.

Keywords : Digital Marketing; Influencer Marketing; Content Marketing; Purchase Decision; TikTok; PLS-SEM; Indonesia.

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