Pengaruh User Generated Content TikTok terhadap Purchase Intention Produk Somethinc pada Generasi Z: Brand Trust sebagai Variabel Mediasi
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Abstract
Perkembangan media sosial, khususnya TikTok, telah mendorong munculnya fenomena User Generated Content (UGC) sebagai salah satu strategi pemasaran digital yang efektif dalam memengaruhi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh User Generated Content TikTok terhadap brand trust dan purchase intention produk somethinc pada generasi z, serta menguji brand trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan jenis explanatory research dan teknik purposive sampling terhadap 130 responden Generasi Z pengguna TikTok yang pernah melihat konten somethinc dalam satu tahun terakhir. Data dianalisis menggunakan SEM-PLS melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa UGC memiliki pengaruh positif terhadap brand trust dan purchase intention, serta terbukti memediasi pengaruh UGC terhadap brand trust. Hasil penelitian dapat menjadi referensi bagi perusahaan dalam merancang strategi pemasaran berbasis konten untuk meningkatkan kepercayaan dan minat beli konsumen Generasi Z.
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