The Effect of User Generated Content (UGC) and Content Creativity on TikTok Shop on Purchase Decisions for Mykonos Perfume Products
DOI:
https://doi.org/10.24905/icobis.v2i1.35Keywords:
User Generated Content, content creativity, TikTok Shop, purchase decision, Mykonos perfumeAbstract
The development of social media and e-commerce has changed how consumers seek information before making purchase decisions. This study aims to analyze the effect of User Generated Content (UGC) and content creativity on the purchase decision for Mykonos perfume products on TikTok Shop. The study employed a quantitative approach with descriptive and verificative types. Primary data were collected through a questionnaire distributed to 100 respondents who met the research criteria. The sample was drawn using non-probability sampling with a purposive sampling technique. The data were processed using the Method of Successive Interval (MSI) and analyzed using multiple linear regression with SPSS version 26. The results show that UGC has a positive and significant effect on purchase decisions (t = 2.946; sig. = 0.004), as does content creativity (t = 3.018; sig. = 0.003). Simultaneously, UGC and content creativity have a positive and significant effect on purchase decisions (F = 47.061; sig. = 0.000). The Adjusted R Square of 0.482 indicates that the two variables explain 48.2% of the variation in purchase decisions, while the remaining 51.8% is explained by other factors outside the model. These findings highlight the importance of managing authentic UGC and developing creative, informative, relevant, and trend-following content in Mykonos' marketing strategy on TikTok Shop
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