The Influence of User-Generated Content Towards Somethinc Skincare Purchase Intention

DOI

10.2991/assehr.k.210805.131How to use a DOI?

Keywords

User Generated Content, purchase intention, marketing communication, TikTok, Somethinc

Abstract

This study aims to determine the influence of User Generated Content in TikTok on purchase intention of Somethinc skincare products. Somethinc is a viral local brand which provides skincare and makeup products. In distributing information on a product, User Generated Content is one of the effective ways of marketing communication. There are three supporting dimensions in the User Generated Content variable, namely perceived credibility, perceived usefulness, and perceived video characteristics, which can influence purchase intention. The research is conducted with a quantitative approach, using a survey method. The research data is obtained by distributing 100 questionnaires through Google Form to TikTok users who watched two sample videos of User Generated Content containing reviews of selected Somethinc skincare products. The obtained data are then tested by validity, reliability, and normality tests. Based on the results of SPSS data processing by Pearson Product Moment correlation test, it is known that User Generated Content (variable X) has a strong relationship on purchase intention (variable Y). The obtained data are also tested by simple regression test and T test. There are four dimensions of purchase intention, namely exploratory intention, referential intention, preferential intention, and transactional intention. Therefore, the perceived credibility, usefulness and video characteristics on Somethinc skincare product reviews can influence the purchase intention of people who have watched the content.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Editha Mayliana Halim
AU  - Diah Ayu Candraningrum
PY  - 2021
DA  - 2021/08/08
TI  - The Influence of User-Generated Content Towards Somethinc Skincare Purchase Intention
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 831
EP  - 836
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.131
DO  - 10.2991/assehr.k.210805.131
ID  - Halim2021
ER  -