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All Journal Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen
Sandi Setiadi
Universitas Linggabuana PGRI Sukabumi
Economics, Econometrics & Finance

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User Generated Content dan Daya Tarik Visual dalam Keputusan Pembelian Fashion Lokal TikTok Shop Agus Sobar; Sandi Setiadi
REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 1 No. 2 (2025): Oktober
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

The purpose of this study is to determine the influence of User Generated Content and Visual Content Appeal on Purchase Decisions of local fashion products on TikTok Shop by Tokopedia. Social media has become an effective means of digital marketing, especially TikTok, which combines entertainment and e-commerce features. This study uses a quantitative methodology with an associative approach and involves 96 respondents who are active TikTok users and have purchased local fashion products through TikTok Shop by Tokopedia. The data was analyzed using multiple linear regression with the assistance of SPSS version 25. The results show that both partially and simultaneously, User Generated Content and Visual Content Appeal have a positive and significant effect on Purchase Decisions. The coefficient of determination value of 71.1% indicates that the two independent variables have a considerable contribution in explaining consumer purchase decisions. This research provides important implications for local fashion business players to further maximize digital content strategies through user reviews and appealing visual displays on social media. Keywords: User Generated Content, Visual Content Appeal, Purchase Decision
Media Sosial Instagram dan Content Marketing Keputusan Pembelian Konsumen Toserba Yogya Sukabumi Toha Rianto; Sandi Setiadi; Delian Laila
REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 1 No. 2 (2025): Oktober
Publisher : PT. ABIG RIZKY PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the influence of Instagram social media and content marketing on consumer purchasing decisions at Toserba Yogya Sukabumi. In facing the digital era and the rapid growth of e-commerce, Toserba Yogya Sukabumi strives to increase competitiveness through social media as a means of promotion and interactive communication. However, the stagnation of the number of followers and low content interaction are challenges. This study uses a quantitative method with an associative approach and involves 99 respondents who are followers of the Toserba Yogya Sukabumi Instagram account. The results show that Instagram social media has a positive and significant partial effect on purchasing decisions with a calculated t value of 5.294 > t table 1.985 and a significance of 0.000 < 0.05. Content marketing also has a positive and significant effect with a calculated t value of 4.174 > t table 1.985 and a significance of 0.000 < 0.05. Simultaneously, both variables significantly influenced purchasing decisions, with an F-value of 367.920 > F-table of 2.70 and a significance level of 0.000 < 0.05. The adjusted R2 value of 0.882 indicates that 88.2% of the variation in purchasing decisions was influenced by these two variables. This finding underscores the importance of interactivity and content quality in digital marketing strategies to improve retail consumer purchasing decisions.
Co-Authors Agus Sobar Delian Laila Toha Rianto