The Influence of Attitude toward User Generated Content (UGC) In TikTok on Purchase Intention Karina Dwi Pramesti, Yeshika Alversia
Faculty of Economic and Business
University of Indonesia
Abstract
TikTok users in Indonesia are growing rapidly. The users can directly connect with information through User-Generated Content (UGC) in TikTok, which can attract consumers^ attention to evaluate the product before making purchases. This study examines the effect of TikTok users^ attitudes toward UGC on consumer purchase intention by proposing a model to assess the impact on purchase intention and brand engagement, perceived source credibility, perceived source homophily, perceived benefits, and information quality as the antecedents of attitude towards UGC. This study uses purposive sampling from 256 TikTok users in Indonesia who have watched fashion UGC on TikTok. SEM-PLS was used to see the relationship between variables. The findings imply that brand engagement, perceived source credibility, perceived source homophily, and perceived benefit positively affect attitude towards UGC. Also, attitude toward UGC in TikTok significantly affects generating purchase intention. The results provide a better understanding of digital marketing strategy by examining the influence of consumer attitudes toward UGC shared on social media.
Keywords: Attitude towards UGC- Brand Engagement- Information Quality- Perceived Benefit- Perceived Source Credibility- Perceived Source Homophily- Purchase Intention
