The Influence of Social Media Marketing and User-Generated Content (UGC) on Luxcrime Product Purchase Decisions on Generation Z on Tiktok

Mita Amaliyatul  HAYAT; Adam HERMAWAN; Asep  NURYADIN

doi:10.38142/jisdb.v1i1.1137

Authors

Mita Amaliyatul HAYAT Indonesian Education University, Indonesia
Adam HERMAWAN Indonesian Education University, Indonesia
Asep NURYADIN Indonesian Education University, Indonesia

DOI:

https://doi.org/10.38142/jisdb.v1i1.1137

Keywords:

Social Media Marketing, User Generated Content (UGC), Purchase Decision

Abstract

The TikTok social media platform has now turned into social commerce, which many brands utilize as a marketing, buying, and selling medium. However, users could have responded better to social media marketing on the TikTok application, resulting in a decrease in the reach of social media marketing campaigns on brands, one of which was felt by the Luxcime brand. The Luxcrime brand received various reviews through user-generated content (UGC). Not only excellent and optimistic views, this brand also received negative views presented in various forms of UGC content on TikTok from consumers disappointed with its products. This study was conducted to determine the effect of social media marketing and user-generated content (UGC) on the purchase decision of Luxcrime products on Generation Z on TikTok. The approach used in this study is quantitative descriptive with a questionnaire survey method. The sample in this study consisted of 130 respondents who were Generation Z, aged 18-27 years, who lived in West Java and had purchased Luxcrime products on TikTok at least once. The collected data was then processed using the SPSS 26 application. The results of this study include. First, social media marketing has a significant effect on purchase decisions. Second, user-generated content (UGC) significantly affects purchase decisions. Third, social media marketing and user-generated content (UGC) positively and significantly affect purchase decisions.

Downloads

Download data is not yet available.

References

Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, Ardiawan, N. K., & Sari, M. E. (2022). Metodologi Penelitian Kuantitatif (N. Saputra, Ed.). Yayasan Penerbit Muhammad Zaini. http://penerbitzaini.com

Artaya, I., & Baktiono, R. (2016). Memilih Media Sosial yang Efektif Sebagai Sarana Marketing Online Bagi Pelaku UKM di Kabupaten Sidoarjo. E Jurnal Spirit Pro Patria, 2(2), 8–21.

Carolina, A. A., Bratakusumah, D. S., & ... (2024). The Analysis of Influence of Performance Management Policy on Employee Satisfaction in KPP Madya Jakarta Barat. International Journal of Social Science and Business, 8(1), 1–9. https://ejournal.undiksha.ac.id/index.php/IJSSB/article/view/66360%0Ahttps://ejournal.undiksha.ac.id/index.php/IJSSB/article/download/66360/28541

CNBCIndonesia. (2024, January 26). Alasan TikTok Mulai Sepi, Pengguna Malas Buka. https://www.cnbcindonesia.com/tech/20240126071617-37-509141/alasan-tiktok-mulai-sepi-pengguna-malas-buka. https://www.cnbcindonesia.com/tech/20240126071617-37-509141/alasan-tiktok-mulai-sepi-pengguna-malas-buka

Compas.co.id. (2023, Maret 21). Luxcrime vs Maybelline, Siapa Penguasa Market Bedak? https://www.instagram.com/compas.co.id/p/CqDN9KhSyl8/?img_index=1

Compas.co.id. (2024, Juni 26). Kategori FMCG Apa Saja yang Menopang Performance TikTok Shop dan Tokopedia. https://www.instagram.com/p/C8o80jLyF99/?igsh=MWViYmhpMnpncmRndg==

Dharma, A., Tinggii, N. S., & Wiyatamandala, E. (2021). Analisis Pergeseran Perilaku Konsumen Dalam Niat Beli di Sektor Otomotif E-Commerce Indonesia. Maret, 9(2), 119. https://doi.org/10.52859/jbm.v9i2.158

Gautama, V. A. (2022). User Generated Content pada Tiktok dan Penggunaannya di Kalangan Muda (Vivin Arbianti Gautama) User Generated Content pada Tiktok dan Penggunaannya di Kalangan Muda. Jurnal Ilmu Sosial dan Pendidikan (JISIP), 6(4), 2379. https://doi.org/10.36312/jisip.v6i4.3749/http

GoodStats. (2023, Agustus 29). Sensus BPS: Saat Ini Indonesia Didominasi oleh Gen Z. https://data.goodstats.id/statistic/pierrerainer/sensus-bps-saat-ini-indonesia-didominasi-oleh-gen-z-n9kqv

GoodStats. (2024, Januari 14). Produk Kecantikan Jadi Produk FMCG yang Paling Banyak dibeli di E-commerce 2023. https://data.goodstats.id/statistic/produk-kecantikan-jadi-produk-fmcg-yang-paling-banyak-dibeli-di-e-commerce-2023-u7UTz

Hermawan, A., Awareness, B., Kunci, K., & Merek, K. (2020). Usulan Strategi Komunikasi Pemasaran untuk Perusahaan Teknologi (Studi pada UX Custom) Keywords (Vol. 20, Nomor 2).

Hidayat, M. M., Mubarrok, A. A., Utomo, B. P. B., & Zacharia, M. I. (2022). Online Presence System Design Based On Data Granted Validity. Journal of Information Systems, Digitization and Business, 1(1), 01–07. https://doi.org/10.38142/jisdb.v1i1.635

Liputan6. (2022). 21 Juta Konsumen Beralih ke Belanja Online Selama Pandemi Covid-19. https://www.liputan6.com/bisnis/read/5062323/21-jutakonsumen-beralih-ke-belanja-online-selama-pandemi-covid-19?page=4

Luo, W., & Lee, Y.-C. (2022). How User-Generated Content Characteristics Influence the Impulsive Consumption: Moderating Effect of Tie Strength How User-Generated Content Characteristics Influence the Impulsive Consumption: Moderating Effect of Tie Strength 사용자 제작 콘텐츠 특성이 충동구매에 미치는 영향: 유대강도의 조절효과를 중심으로. 지식경영연구 학술저널 (Jurnal Akademik Penelitian Manajemen Pengetahuan), 23(4), 277–292. https://doi.org/10.15813/kmr.2022.23.4.007

Nalindah, V., Chan, A., Tresna, P. W., & Barkah, C. S. (2022). Effect of Consumer Perception on The Purchase Decision of Children’s Football Clothing Products. KINERJA, 6(1), 85–86. https://doi.org/10.24002/kinerja.v26i1.5263

NTBSATU.com. (2024, January 27). Rangking TikTok Shop Dilaporkan Turun, Ini Penyebabnya. https://ntbsatu.com/2024/01/27/rangking-tiktok-shop-dilaporkan-turun-ini-penyebabnya.html

Pratiningsih, V., & Sukri, S. Al. (2023). Peran Tik Tok dalam Industri Fashion dan Pencitraan Merek Lokal di Indonesia: Analisis User Generated Content. INOVASI: Jurnal Ekonomi, Keuangan dan Manajemen, 19(3), 671.

Prehanto, A., Guntara, R. G., & Aprily, N. M. (2021). Pemanfaatan Webinar Sebagai Alternatif Digitalisasi Informasi dalam Seminar Kurikulum. https://ejournal.upi.edu/index.php/IJDB/index https://doi.org/10.17509/ijdb.v1i1.34356

Purwaamijaya, B., & Hermawan, A. (2024). The Effect of Social Media Marketing Instagram and Price on Purchasing Decisions @Rumahbatik.Palbatu. Indonesian Journal of Digital Business, 4(1), 34–35. https://ejournal.upi.edu/index.php/IJDB https://doi.org/10.17509/ijdb.v4i1.59423

Rossanty, Y., & Surya, E. D. (2023). The Effect of Social Media Marketing on Purchase Decisions Through Consumer Buying Interest as an Intervening Variable Case Study of Coffee Shop Kopikuni Medan. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration |IJEBAS, 3(5), 1570–1576. https://doi.org/10.54443/ijebas.v3i5.1132

Sa’adah, A., Rosma, A., & Aulia, D. (2022). Persepsi Generasi Z Terhadap Fitur TikTok Shop pada Aplikasi Tiktok. TRANSEKONOMIKA: Akuntansi, Bisnis dan Keuangan, 2(5), 132. https://doi.org/10.55047/transekonomika.v2i5.176

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. Dalam 7th Edition (7 ed., hlm. 290). John Wiley & Sons. www.wileypluslearningspace.com

Sinaga, H. S., & Simbolon, H. (2023). Gambaran Pengambilan Keputusan Pembelian Online di Aplikasi TikTok pada Generasi Z. INNOVATIVE: Journal Of Social Science Research, 3(5), 12.

Sudaryanto, Subagio, A., Hanim, A., & Utami, Ch. W. (2023). Consumer Behavior Gen Z. Universitas Ciputra. https://books.google.co.id/books?id=MW_9EAAAQBAJ&newbks=0&printsec=frontcover&pg=PA406&dq=buku+generasi+z+pdf&hl=ban&source=newbks_fb&redir_esc=y#v=onepage&q=buku%20generasi%20z%20pdf&f=false

Wafiyah, F., & Wusko, A. U. (2023). Pengaruh User Generated Content dan E-Wom Terhadap Purchase Intention dan Purchase Decision pada Pembeli Produk Nyrtea di Instagram. Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), 2(3), 193. https://doi.org/10.58192/ebismen.v2i3.1278

Widiatmoko, J., Indarti, M. G. K., & Ifada, L. M. (2023). How Temporary Book Tax Differences Influence Earning Quality? An Integrated Analysis with Investment Opportunity Set and Human Capital. JIA (Jurnal Ilmiah Akuntansi), 8(1), 225–244. https://doi.org/10.23887/jia.v8i1.60842

Zafira, Y. N., & Hartono, A. (2023). The Effect of Somethinc’s Instagram Social Media Marketing Activities on Brand Awareness and Customer Loyalty. Asian Journal of Economics, Business and Accounting, 23(15), 121-136. https://doi.org/10.9734/ajeba/2023/v23i151021