The influence of user generated content jiniso.id on tiktok social media on consumer buying interest

Abstrak

This research project stems from the growing prevalence of user-generated content (UGC) centered around Jiniso.id products within the vibrant landscape of the TikTok platform. Its core aim is to meticulously investigate the intricate relationship between UGC and consumers' purchasing behaviors concerning Jiniso.id products among the expansive user base of TikTok spanning Indonesia. By adopting a quantitative research approach, data collection was facilitated through the dissemination of structured questionnaires among a pool of potential consumers. Employing a purposive sampling technique, a total of 100 questionnaires were methodically distributed to individuals deemed representative of the target demographic. The analytical framework utilized in this study revolves around the application of simple linear regression analysis, which enables a comprehensive examination of the correlation between UGC and consumer purchasing tendencies. The compelling findings derived from this research underscore the statistically significant impact of user-generated content (UGC) in fostering a positive and discernible influence on consumer buying intentions, thereby shedding valuable insights into the dynamics of digital marketing and consumer behavior within the realm of social media platforms like TikTok.