The Influence of Attitude toward User Generated Content (UGC) In TikTok on Purchase Intention
Karina Dwi Pramesti (a), Yeshika Alversia (b)

Faculty of Economics and Business, Universitas Indonesia, Jakarta, Indonesia

Abstract

TikTok users in Indonesia are growing rapidly. The user can directly connect with information from User Generated Content 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. This study proposes a model that assesses the influences of attitude toward UGC in TikTok 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 TikTok users in Indonesia who have watched UGC on TikTok. The structural equation model was used to see the relationship between variables. The findings imply that attitude toward UGC in TikTok has a significant effect on generating purchase intention. The results provide a better understanding of digital marketing by examining the influence of consumer attitudes toward user-generated content shared on social media.

Keywords: Attitude towards UGC- Brand Engagement- Information Quality- Perceived Benefit- Perceived Source Credibility- Perceived Source Homophily- Purchase Intention

Topic: Digital Marketing