<![CDATA[This study aims to analyze the influence of user generated content (UGC) and electronic word of mouth (E-WOM) on TikTok on consumers’ purchase intention toward Chikuro products among Generation Z in Bogor City. This study is motivated by the high internet penetration in Indonesia, the dominance of TikTok among Generation Z, and the viral phenomenon of Chikuro through UGC and E-WOM content. A quantitative method with a descriptive-associative approach was employed. Data were collected through an online questionnaire from 200 Generation Z respondents in Bogor City who had been exposed to Chikuro content on TikTok, using convenience sampling. Data were analyzed using structural equation modeling–partial least squares (SEM-PLS) with SmartPLS 4.1.1.8. The results show that UGC and E-WOM have a positive and significant effect on purchase intention, with an R-square value of 0.646.]]>
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