Soemantri, Reynata and Mbouw, Esa Theodore and Bustaman, Yosman (2022) ANALYSIS OF USER GENERATED CONTENT TOWARDS PURCHASE DECISION ON APPAREL PRODUCTS: THE CASE OF TIKTOK AFFILIATION. Bachelor thesis, Swiss German University.

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Abstract

Social media and online shopping have become increasingly popular due to the immense internet integration. In that sense, TikTok, as one of the rising social platforms in Indonesia has released feature like TikTok Shop that allows their users to shop within the social media itself. Followed by the release of TikTok Affiliation System that would help the growth of TikTok shop, where it allows creators to earn commissions by creating contents which can be refer as user-generated content, to sell products available in TikTok shop. As the numbers of TikTok affiliates rise, where proven some affiliates could be promoting similar even same products, the competitiveness heated between affiliates. Therefore, this study aims to analyze the influence of user-generated content (UGC) of TikTok affiliates towards purchase decision on apparel products. The independent variables representing dimension of user-generated content, used in the study are Information Quality, Perceive Credibility, and Perceived Benefit. With Attitude as the intervening variable and Purchase Decision as dependent variable. After executing the research on Indonesian TikTok users in Jakarta and Tangerang area within the age group of 18 to 34 years old, the findings resulted in Information Quality and Perceived Benefit significantly influence Attitude towards UGC, then Attitude towards UGC Significantly influences Purchase Decision on Apparel Products.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products T Technology > TS Manufactures
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Mr Arinton Sinaga
Date Deposited:	10 Dec 2024 03:16
Last Modified:	10 Dec 2024 03:16
URI:	http://repository.sgu.ac.id/id/eprint/2666

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