Pengaruh User Generated Content (UGC), Brand Credibility, dan Brand Attitude terhadap Purchase Intention Produk Skincare di Tiktok Shop

Abstract

This study aims to analyze the influence of User Generated Content (UGC), brand credibility, and brand attitude on the purchase intention of skincare products on TikTok Shop. This study uses a quantitative approach with data collection through a questionnaire distributed to 180 Generation Z respondents in Surabaya, East Java. Data analysis was performed using multiple linear regression with the help of IBM SPSS 25 software. The results of the study indicate that User Generated Content (UGC), brand credibility, and brand attitude have a positive and significant effect on the purchase intention of skincare products on TikTok Shop. These findings show that purchase intention on TikTok Shop is mainly influenced by the quality of User Generated Content (UGC) and reinforce by perceptions of brand credibility and consumers' evaluation of brand attitude.