The effect of user-generated content on purchase intention for skincare products on social media
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Abstract
This research is motivated by the widespread use of User-Generated Content (UGC), such as reviews, tutorials, and user testimonials, in skincare marketing on TikTok. However, prior studies have rarely examined how UGC relates to purchase intention through the Information Adoption Model (IAM), leaving a gap in the literature. This study examines the effect of UGC on purchase intention of skincare products among TikTok users in Indonesia. Using a quantitative explanatory approach, data were collected from 200 TikTok users through purposive sampling and analyzed with SEM-PLS via SmartPLS 4. Results show that UGC has a positive and significant effect on purchase intention (β = 0.515, t = 8.533, p < 0.001). However, with an R-Square value of 0.265, it explains only 26.5% of the variance, indicating other factors beyond this model. The study is limited by its cross-sectional design and purposive sampling technique.
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How to Cite
Herfan, H., & Astuti, W. (2026). The effect of user-generated content on purchase intention for skincare products on social media. Enrichment : Journal of Management, 16(4), 193-202. https://doi.org/10.35335/enrichment.v16i4.2536
References
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Zhang, Y., Pappa, C. I., & Pittich, D. (2024). Exploring user-generated content motivations: A systematic review of theoretical perspectives and empirical gaps in online learning. Computers and Education Open, 7, 100235. https://doi.org/10.1016/j.caeo.2024.100235
Aini, A., & Dakwah, M. M. (2025). Pengaruh Influencer, User Generated Content, dan Brand Image Terhadap Purchase Intention Produk Skincare Skintific di Media Sosial TikTok pada Mahasiswa Universitas Mataram. Jurnal Riset Pemasaran (JRP), 4(2), 19–26. journal.unram.ac.id
Al Faris, A. N., Seyma, Q. N., Soegiarto, A., Imsa, M. A., & Kholik, A. (2025). Pengaruh Kredibilitas Konten TikTok @dokterdetektif terhadap Minat Beli Produk Skincare. MUKASI: Jurnal Ilmu Komunikasi, 4(3), 496–510. https://doi.org/10.54259/mukasi.v4i3.4353
Andriansyah, Rahmawati, K. F., Dedu, M., & Agustina. (2025). Tiktok Media in Purchase Decision: The Effect of User Generated Content (UGC), Brand Equity, and Digital Marketing on Skincare Product. Mabsya: Jurnal Manajemen Bisnis Syariah, 7(2), 159–174. https://doi.org/10.24090/mabsya.v7i2.13563
Augustine, M., Sari, W. P., & Irena, L. (2026). Analisis Regresi E-WOM oleh Affiliator TikTok terhadap Purchase Intention Alamii Food. Prologia, 10(1), 190–199.
Aulia, S. N., Suryani, N. K., & Pertiwi, I. (2025). Pengaruh User Generated Content dan Electronic Word of Mouth pada Media Sosial TikTok Terhadap Minat Beli Produk Wardah di Kota Denpasar. E-Jurnal Manajemen, 14(9), 682–697. https://doi.org/10.24843/EJMUNUD.2025.v14.i9.p02
Compas.co.id. (2025). Top 10 Brand Perawatan & Kecantikan di Shopee Indonesia Kuartal I 2025. Compas.Co.Id. https://compas.co.id/article/top-10-brand-perawatan-kecantikan-di-shopee/
Dewi, N. A., Tiorida, E., & Raharso, S. (2025). Pengaruh User Generated Content (UGC) pada Media Sosial TikTok Terhadap Minat Beli Konsumen (Studi pada Konsumen Produk Skincare Lokal di Kota Bandung). Referensi: Jurnal Ilmu Manajemen Dan Akutansi, 13(2), 149–160. https://doi.org/10.33366/ref.v10i2.46
Gautama, V. A. (2022). User Generated Content pada Tiktok dan Penggunaannya di Kalangan Muda. Jurnal Ilmu Sosial Dan Pendidikan (JISIP), 6(4), 2394–2406. https://doi.org/10.36312/jisip.v6i4.3749
Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Structural Equation Modeling (SmartPLS 4.0). Yoga Pratama.
Hair, J. F. J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook (Classroom). Springer. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Imran, M. F., & Gunawan, H. (2025). Investigating of the role of cybercrime and e-brand trust on purchase interest of e-commerce platforms. International Journal of Data and Network Science, 9(2), 561–574. https://doi.org/10.5267/j.ijdns.2024.8.010
Iskamto, D., & Zumarnis, S. (2024). Penerapan Information Adoption Model Untuk Mengukur Pengaruh Electronic Word Of Mouth Terhadap Niat Beli Scarlett Whitening di Media Sosial Tiktok. 8(1), 194–205. https://doi.org/10.33087/ekonomis.v8i1.1296
Khayani, A. L., Adhi, A. K., & Rahmawati, A. (2025). Pengaruh User Generated Content (UGC) Terhadap Tingkat Kepercayaan Konsumen Pinkflash. EduTIK: Jurnal Pendidikan Teknologi Informasi Dan Komunikasi, 5(3), 418–428.
Kusuma, L. M., Wipudiari, M. B., Enshito, K. S. R., & Jahja, A. S. (2023). Pengaruh Influencer, User Generated Content, Brand Image Terhadap Purchase Intention Produk Skintific Di Media Sosial TikTok. Jurnal Manajemen, Akuntansi Dan Ekonomi, 2(2), 17–26.
Nurhalizah, S., Kholijah, G., & Gusmanely, Z. (2023). Analisis Structural Equation Modeling Partial Least Square pada Kinerja Pegawai PT. Bank Pembangunan Daerah Jambi. Indonesian Journal of Applied Statistics, 6(2), 125–139. https://doi.org/10.13057/ijas.v6i2.78921
Prasetiyo, A. Y. (2025). Interpretasi dan Pelaporan Hasil Analisis PLS-SEM dalam Penelitian Manajemen. Journal of Accounting, Management, Economics, and Business, 3(3), 146–158. https://doi.org/https://doi.org/10.56855/analysis.v3i3.1684
Pratyush N. Sharma; Benjamin D. Liengaard; Joseph F. Hair; Marko Sarstedt; Christian M. Ringle. (2023). Predictive model assessment and selection in composite-based modeling using PLS-SEM: Extensions and guidelines for using CVPAT. European Journal of Marketing, 57(6), 1662–1677. https://doi.org/10.1108/EJM-08-2020-0636
Puspitasari, A. V., & Aruan, D. T. H. (2023). The Effects of User-Generated Reviews versus Influencer-Generated Reviews on Consumer Purchase Intention. Jurnal Aplikasi Manajemen (Journal of Applied Management), 21(2), 404–417. https://doi.org/10.21776/ub.jam.2023.021.02.10
Qadir, A., & Ramli, M. (2024). Media Sosial (Definisi, Sejarah dan Jenis-Jenisnya). Al-Furqan: Jurnal Agama, Sosial, Dan Budaya, 3(6), 2713–2724. https://publisherqu.com/index.php/Al-Furqan
Santosa, F. A. P., Janah, N., & Mentari, L. N. (2025). Pengaruh Strategi Digital Marketing TikTok terhadap Peningkatan Penjualan Produk Yamara Fashion. Jurnal Informatika Terpadu, 11(2), 158–164.
Sari, W. N., & Soepatini. (2026). Pengaruh Electronic Word-Of-Mouth (E-WoM) Melalui Aplikasi Tiktok Terhadap Minat Beli Produk Sepatu New Balance. Indonesian Journal of Digital Business, 5(4), 2452–2476. https://ejournal.upi.edu/index.php/IJDB
Simamora, I. H., & Suryani, W. (2025). Pengaruh Metode Pemasaran Hard Selling dan Soft Selling di Aplikasi Tiktok terhadap Minat Beli Produk Skincare pada Pengguna Tiktok (Studi Kasus Kecamatan Medan Sunggal). Journal of Artificial Intelligence and Digital Business (RIGGS), 4(3), 4458–4464. https://doi.org/10.31004/riggs.v4i3.2655
Simon Kemp. (2026). Digital 2026: Indonesia. DataReportal. https://datareportal.com/reports/digital-2026-indonesia
Zakaria, D. L., Maulana, D., & Agustina. (2024). The Role of User Generated Content on Purchase Intention with Mediation of Perceived Usefulness and Perceived Trust. Indonesian Journal of Advanced Research (IJAR), 3(6), 743–760. https://doi.org/10.55927/ijar.v3i6.9795
Zhang, Y., Pappa, C. I., & Pittich, D. (2024). Exploring user-generated content motivations: A systematic review of theoretical perspectives and empirical gaps in online learning. Computers and Education Open, 7, 100235. https://doi.org/10.1016/j.caeo.2024.100235