The infuence of content marketing and social media influencers on purchase decisions through consumer trust as an intervening in fresh milk products in Boyolali City
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Abstract
This research examines how content marketing and social media influencers impact purchase decisions, using consumer trust as an intervening variable. The study focuses on fresh milk consumers in Boyolali City. Because previous studies show conflicting results regarding how digital marketing affects consumer behavior through trust, this study aims to fill that research gap. Using a quantitative causal design, primary data were collected from 121 fresh milk consumers via purposive sampling and structured questionnaires. Data analysis using SmartPLS 3.2 indicates that content marketing significantly and positively influences both consumer trust (?> 0; p < 0.05) and purchase decisions (? > 0; p < 0.05). While social media influencers significantly boost trust (? > 0; p < 0.0), they lack a statistically significant direct effect on buying behavior (p > 0.05). Furthermore, consumer trust positively impacts purchase decisions (?> 0; p < 0.05) and functions as a critical mediating variable that reinforces the overall relationship between marketing strategies and consumer actions. These findings highlight that trust is essential for turning digital marketing efforts into actual sales within the fresh milk industry.
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How to Cite
Maudina, Z. D. . and Saputro, E. P. . (2026) “The infuence of content marketing and social media influencers on purchase decisions through consumer trust as an intervening in fresh milk products in Boyolali City”, Jurnal Mantik, 9(4), pp. 1206-1216. doi: 10.35335/mantik.v9i4.6826.
References
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Publikasi dan Penebitan Yayasan Al Ma, P., Dawuhan, arif, Ayu Puspitasari, D., Karina Putri, N., & Ratri Nastiti, P. (n.d.). Pengaruh Content Marketing, Online Customer Review dan Word of Mouth terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai Variabel Intervening pada Pengguna Marketplace sebagai Tiktok Produk Fashion. https://doi.org/10.1016/ger.2023.01.012
Santy, R. D., & Andriani, R. (2023). PURCHASE DECISION IN TERMS OF CONTENT MARKETING AND E-WOM ON SOCIAL MEDIA. Journal of Eastern European and Central Asian Research, 10(6), 921–928. https://doi.org/10.15549/jeecar.v10i6.1502
Shadrina, R. N., & Sulistyanto, Y. (n.d.). ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang). DIPONEGORO JOURNAL OF MANAGEMENT, 11(1). http://ejournal-s1.undip.ac.id/index.php/dbr
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Alkan, Z., & Ulas, S. (2023). Trust in social media influencers and purchase intention: An empirical analysis. Online Journal of Communication and Media Technologies, 13(1). https://doi.org/10.30935/ojcmt/12783
Alshurideh, M. T., Al Kurdi, B., AlHamad, A. Q., Salloum, S. A., Alkurdi, S., Dehghan, A., Abuhashesh, M., & Masa’deh, R. (2021). Factors affecting the use of smart mobile examination platforms by universities’ postgraduate students during the COVID-19 pandemic: An empirical study. Informatics, 8(2). https://doi.org/10.3390/informatics8020032
Ambarwati, V., Mathori, M., Studi Manajemen, P., & Tinggi Ilmu Ekonomi Widya Wiwaha, S. (2024). Pengaruh Kualitas Produk dan Harga pada Keputusan Pembelian dengan Kepercayaan Konsumen sebagai Variabel Mediasi (Studi pada Konsumen Rocket Chicken di Kota Yogyakarta). Jurnal Simki Economic, 7(2), 621–630. https://jiped.org/index.php/JSE
Batubara1, M., & Phannata2, A. (2022). The Influence Of Live Streaming, Content Marketing, And Reviews On Purchasing Decisions At Tiktok Shop In Medan (Case Study Of Users Pengaruh Live Streaming, Content Marketing, Dan Review Terhadap Keputusan Pembelian Pada Tiktok Shop Di Medan (Studi Kasus Pada Pengguna Pada Tahun 2022-2023). In Management Studies and Entrepreneurship Journal (Vol. 6, Issue 2). http://journal.yrpipku.com/index.php/msej
Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (n.d.). Consumer Purchase Decision in Instagram Stores: The Role of Consumer Trust. http://hdl.handle.net/10125/41154
Deva Satria Pamungkas, Indra Bahari Saputra, & April Laksana. (2024). Strategi Komunikasi Digital Melalui Media Sosial Untuk Membangun Kepercayaan Konsumen. Konsensus?: Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 1(6), 88–94. https://doi.org/10.62383/konsensus.v1i6.461
Ekonomi, J., dan Akuntansi, M., Firham Prawiransyah, M. A., Ilhan Mansiz, M., & Setiawan, R. (2024). Neraca PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PARFUM EVANGELINE PADA PENGGUNA APLIKASI TIK-TOK (Vol. 382, Issue 3). http://jurnal.kolibi.org/index.php/neraca
Evania, S., Listiana, E., Wendy, ., Rosnani, T., & Fahruna, Y. (2023). The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers. Asian Journal of Economics, Business and Accounting, 12–20. https://doi.org/10.9734/ajeba/2023/v23i2917
Fenny, F., Suryati, L., & Com, C. (2024). The Influence of Social Media Marketing, Product Quality, and Influences on Brand X Purchasing Decisions. DIJMS, 5(6). https://doi.org/10.38035/dijms.v5i6
Fera Anggraini, & Mirzam Arqy Ahmadi. (2024). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Produk Kecantikan di Kalangan Generasi Z?: Literature Review. Journal of Management and Creative Business, 3(1), 62–73. https://doi.org/10.30640/jmcbus.v3i1.3450
Fitriani, L. K., & Ferdinand, A. T. (2015). Acculturative Iconic Product Attractiveness and Marketing Performance. Journal of Global Strategic Management, 2(9), 15–15. https://doi.org/10.20460/jgsm.2015915570
Ghozali, I. (2018). Aplikasi Analisis Multivariete SPSS 25 (9th ed.). Semarang: Universitas Diponegoro., 105.
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Hamdan, O., & Alkharabsheh, M. (n.d.). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process. https://www.researchgate.net/publication/360320760
Hamdan, O., Zhen, B. H., Alkharabsheh, M., & Ho Zhen, B. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process (Vol. 1, Issue 1). https://journal.uib.ac.id/index.php/combines
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358. https://doi.org/10.36778/jesya.v6i2.1059
Hidayatul Khotizah, N., Azzahra, J., Raya Kampus Unesa, J., Wetan, L., Lakarsantri, K., & Timur, J. (2024). PT. Media Akademik Publisher PENGARUH INFLUENCER MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA. JMA), 2, 3031–5220. https://doi.org/10.62281
Kusuma, B. T., & Vidyanata, D. (2022). PENGARUH SOCIAL MEDIA MARKETING DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK START-UP BUSINESS MAHASISWA. In PERFORMA: Jurnal Manajemen dan Start-Up Bisnis (Vol. 7, Issue 6).
Mammadli, G. (n.d.). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. https://ssrn.com/abstract=3834011
Nur Idris, I., Solling Hamid, R., & Maszudi, E. (n.d.). Peran E-wom Konten Marketing dan Lifestyle Dalam Meningkatkan Kepercayaan Dan Minat Beli Generasi Milenial Pada Tokopedia. In Jurnal Manajemen Dan Bisnis Indonesia (Vol. 09).
Pembelian, K., Nisa, M., Harmawan Saputra, M., & Rahmawati, F. (2024). PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP (Vol. 6, Issue 6). www.msn.com
Publikasi dan Penebitan Yayasan Al Ma, P., Dawuhan, arif, Ayu Puspitasari, D., Karina Putri, N., & Ratri Nastiti, P. (n.d.). Pengaruh Content Marketing, Online Customer Review dan Word of Mouth terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai Variabel Intervening pada Pengguna Marketplace sebagai Tiktok Produk Fashion. https://doi.org/10.1016/ger.2023.01.012
Santy, R. D., & Andriani, R. (2023). PURCHASE DECISION IN TERMS OF CONTENT MARKETING AND E-WOM ON SOCIAL MEDIA. Journal of Eastern European and Central Asian Research, 10(6), 921–928. https://doi.org/10.15549/jeecar.v10i6.1502
Shadrina, R. N., & Sulistyanto, Y. (n.d.). ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang). DIPONEGORO JOURNAL OF MANAGEMENT, 11(1). http://ejournal-s1.undip.ac.id/index.php/dbr
Sugiyono. (2017). Metode Penelitian Kuanttatif, Kualitatif, dan R&DI. Alfabeta
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