PENGARUH USER GENERATED CONTENT (UGC) PADA MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI KONSUMEN (STUDI PADA KONSUMEN PRODUK SKINCARE LOKAL DI KOTA BANDUNG)

Abstract

In Indonesia, there are already many local skincare brands that have begun to grow rapidly with the tactic of creating skincare products that have many variations according to the skin needs of their users. Currently, many business actors use TikTok as one of the main social media to implement marketing strategies by creating video content. However, the tight competition among various local skincare brands encourages promotional practices with excessive claims. User Generated Content is considered more relevant because it is able to represent products based on real user experiences. This study was conducted to analyze User Generated Content of local skincare products, intention in buying local skincare products, and the influence of User Generated Content on TikTok social media on intention in buying local skincare products in Bandung City. The research method used in this study is a survey method with a quantitative approach. This study uses a non-probability sampling technique with purposive sampling determination. A total of 385 respondents who use the TikTok platform who have seen content containing consumer reviews of local skincare products were involved in this study. The data analysis techniques used are descriptive analysis, classical assumptions, correlation, simple linear regression, T hypothesis, and coefficient of determination. The results of this study indicate that overall User Generated Content and purchase intention in local skincare products are in the good category and there is a positive and significant relationship between User Generated Content and purchase intention.