Influencer Marketing and TikTok Electronic Word of Mouth: Examining Their Effects on Repurchase Intention with Brand Trust as a Mediator

Ensi Rahmayanti; Rahmadania; Ana Fitriana; Wenny Pebrianti; Bintoro Bagus Purmono

doi:10.61987/jemr.v5i3.2029

Authors

Ensi Rahmayanti Universitas Tanjungpura
Rahmadania Universitas Tanjungpura
Ana Fitriana Universitas Tanjungpura
Wenny Pebrianti Universitas Tanjungpura
Bintoro Bagus Purmono Universitas Tanjungpura

DOI:

https://doi.org/10.61987/jemr.v5i3.2029

Keywords:

Influencer Marketing, Electronic Word of Mouth, Brand Trust

Abstract

The rapid growth of social media, particularly TikTok, has transformed how consumers build relationships with brands and develop intentions to repurchase products. This study aims to examine the effects of influencer marketing and electronic word of mouth (eWOM) on repurchase intention, with brand trust acting as a mediating variable. A quantitative research approach was employed using a survey of 200 active TikTok users who had previously purchased or tried products promoted on the platform. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that influencer marketing has a significant effect on both repurchase intention and brand trust. Meanwhile, TikTok eWOM significantly influences brand trust but does not directly affect repurchase intention. Brand trust is found to have a significant effect on repurchase intention and plays an important mediating role in strengthening the relationship between influencer marketing, eWOM, and repurchase intention. These findings highlight the importance of building brand trust to transform digital marketing communication into sustainable consumer loyalty and repeated purchase behavior in social media–driven markets.

References

Adeoye, M. A., & Munawwaroh, I. (2025). Transformational leadership in education: Harmonising accountability, innovation, and global citizenship. Kharisma: Jurnal Administrasi dan Manajemen Pendidikan, 4(1), 14–30. https://doi.org/10.59373/kharisma.v4i1.68

Alcántara-Pilar, J. M., Rodríguez-López, M. E., Kalinić, Z., & Liébana- Cabanillas, F. (2024). From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok. Journal of Retailing and Consumer Services, 78, 103709. https://doi.org/10.1016/j.jretconser.2024.103709

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A. M., & Malthouse, E. C. (2021). Examining the impact of influencers’ credibility dimensions on followers’ purchase intention. Journal of Retailing and Consumer Services, 61, 102569. https://doi.org/10.1016/j.jretconser.2021.102569

Barta, S., Belanche, D., Fernández, M., & Flavián, C. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149

Cabeza-Ramírez, L. J., Muñoz-Fernández, G. A., & Sánchez-Cañizares, S. M. (2022). Impact of the perceived risk in influencers’ product recommendations. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005

Cheah, C. W., Koay, K. Y., & Lim, W. M. (2024). Social media influencer over- endorsement: Implications from a moderated-mediation analysis. Journal of Retailing and Consumer Services, 79, 103831. https://doi.org/10.1016/j.jretconser.2024.103831

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742

Filieri, R., Acikgoz, F., & Du, H. (2023). Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products. Journal of Business Research, 160, 113774. https://doi.org/10.1016/j.jbusres.2023.113774

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Hefniy, H., & Alwahedi, M. A. A. (2025). Virtual school tours: Boosting community interest and attracting prospective students. Evaluasi: Jurnal Manajemen Pendidikan Islam, 9(2), 340–353. https://doi.org/10.32478/3gtzvf72

Hikmah, U., & Mudarris, B. (2026). A strategic plan for high quality and effective madrasah management in realized quality superior education. Journal of Education Management and Policy, 2(1), 39–49.

Holidi, M. (2025). CBT exam implementation guidance for students in facing digital-based assessments. Communautaire: Journal of Community Service, 4(3), 297–312.

Khofsah, S. (2025). Management of the habit of reading the Qur'an as an effective memorization strategy for tahfidz class students at madrasahs. Journal of Education Management and Policy, 1(3), 198–207.

Kusumawati, I. (2025). AI-based human capital as a catalyst for increasing the strategic agility of educational organizations. International Journal of Multidisciplinary Research, 1(5), 239–245.

Lao, R. (2023). The impact of influencer credibility on brand trust and repurchase intention in social commerce. Journal of Retailing and Consumer Services, 72, 103247. https://doi.org/10.1016/j.jretconser.2023.103247

Lee, J., Park, S. Y., & Kim, H. (2021). Viral TikTok reviews and buying behavior. Telematics and Informatics, 64, 101678. https://doi.org/10.1016/j.tele.2021.101678

Manshur, U. (2026). Madrasah vision management strategy in realizing superior educational quality. Educare: Jurnal Ilmu Pendidikan, 5(1), 1–15. https://doi.org/10.71392/ejip.v5i1.122

Naningsih, E., Hidayah, F., & Aniati, A. (2024). Enhancing learning quality: The role of teacher competence in madrasah. Jurnal At-Tarbiyat: Jurnal Pendidikan Islam, 7(3).

Ngo, L. V., Nguyen, H. T., & Vuong, T. H. (2024). Information credibility on TikTok. Heliyon, 10(2), e23678. https://doi.org/10.1016/j.heliyon. 2024.e23678

Pradhan, D., Israel, D., & Jena, A. K. (2021). Brand trust and purchase intention. Journal of Retailing and Consumer Services, 59, 102399. https://doi.org/10.1016/j.jretconser.2020.102399

Saffanah, R., Handayani, P. W., & Sunarso, A. (2023). Digital brand experience and trust. International Journal of Information Management, 70, 102665. https://doi.org/10.1016/j.ijinfomgt.2023.102665

Sokolova, K., & Kefi, H. (2021). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Computers in Human Behavior, 119, 106859. https://doi.org/10.1016/j.chb.2021.106859

Su, L., & Teng, X. (2022). TikTok eWOM and brand trust. Journal of Retailing and Consumer Services, 67, 102972. https://doi.org/10.1016/j.jretconser.2022.102972

Syafiih, M. (2025). The future of education in the digital era: Between technological innovation and equitable access. Proceeding of International Conference on Education, Society and Humanity, 3(1), 737–741.

Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention. European Journal of Marketing, 54(11), 2793–2821. https://doi.org/10.1108/EJM-11-2019-0873

Yones, P. C. P., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of Somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007

Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980. https://doi.org/10.1016/j.elerap.2020.100980