Pengaruh Kredibilitas UGC TikTok Terhadap Niat Beli Terli Beauty Pillowcase Melalui Sikap Terhadap UGC Pada Akun @QUEZELYHERE
Abstract
Penelitian ini bertujuan untuk menganalisis hubungan antara perceived credibility, attitude toward UGC, dan purchase intention pada konten user-generated content (UGC) akun TikTok @quezelyhere terhadap produk Terli Beauty Pillowcase. Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling melalui penyebaran kuesioner secara online kepada 133 responden Generasi Z pengguna TikTok yang pernah menonton konten UGC pada akun @quezelyhere. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel penelitian. Hasil penelitian menunjukkan bahwa perceived credibility, attitude toward UGC, dan purchase intention memiliki hubungan yang positif dan signifikan. Temuan ini menunjukkan bahwa kredibilitas konten UGC dan sikap positif konsumen terhadap konten tersebut berperan dalam meningkatkan minat beli terhadap produk Terli Beauty Pillowcase. Penelitian ini memberikan implikasi bagi pelaku bisnis kecantikan dalam memanfaatkan strategi pemasaran berbasis UGC melalui TikTok untuk membangun kepercayaan konsumen dan mendorong keputusan pembelian
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