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All Journal Jurnal Ekonomi Manajemen Sistem Informasi
Mukaram Mukaram
Politeknik Negeri Bandung, Bandung, Indonesia
Economics, Econometrics & Finance

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The Influence of User Generated Content (UCG) on Skincare Product Purchase Decisions Among Generation Z on TikTok ( A Case Study in Bandung City) Aflah Malik Alghaniy; Mukaram Mukaram
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 5 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Mei - Juni 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i5.5049

Abstract

This study seeks to explore the influence of User Generated Content (UGC) on the purchase decisions of skincare products among Generation Z users on TikTok, using Bandung City as a case study. The research targets individuals from Generation Z who are active TikTok users and reside in Bandung. A purposive sampling technique was used, resulting in a total sample of 155 respondents. Data were collected through a questionnaire distributed via Google Forms to Generation Z users who meet the criteria. The analysis technique used is descriptive analysis and simple linear regression analysis using SPSS software. The findings reveal that User Generated Content (UGC) has a positive and significant effect on the skincare purchase decisions of Generation Z on TikTok, accounting for 40.5% of the variation in purchasing decisions.
Co-Authors Aflah Malik Alghaniy