Pengaruh Influencer Marketing dan User Generated Content terhadap Minat Beli Produk Kecantikan pada Generasi Z di Platform TikTok Jakarta

Abstract

The increasing use of social media, particularly TikTok, has transformed how Generation Z accesses product information and develops purchase intentions toward beauty products. This study aims to examine the influence of influencer marketing and user-generated content (UGC) on purchase intention for beauty products among Generation Z TikTok users in Jakarta. A quantitative research approach was employed, with primary data collected through questionnaires administered to 96 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with SPSS version 20. The findings indicate that influencer marketing has a positive and significant effect on purchase intention, with a reported contribution of 19%, while user-generated content also has a positive and significant effect, contributing 45%. Simultaneously, both variables have a positive and significant effect on purchase intention, with a combined explanatory contribution of 64%. These results suggest that user-generated content has a greater influence on purchase intention than influencer marketing. The findings highlight the importance of authentic consumer-generated content in shaping Generation Z's purchasing interests and provide practical insights for beauty businesses seeking to develop more effective digital marketing strategies on TikTok.