Pengaruh User-Generated Content dan Firm-Generated Content TikTok terhadap Keputusan Pembelian Somethinc Dimediasi Brand Image

Ni Kadek Nila Purnami; Komang Widhya Sedana Putra

doi:10.55606/jurimbik.v6i1.1672

Authors

Ni Kadek Nila Purnami Universitas Pendidikan Nasional
Komang Widhya Sedana Putra Universitas Pendidikan Nasional

DOI:

https://doi.org/10.55606/jurimbik.v6i1.1672

Keywords:

User-Generated Content, Firm-Generated Content, Brand image, Purchase Decision, TikTok, Somethinc.

Abstract

The rapid development of digital technology has brought major changes to marketing strategies, particularly through the use of social media such as TikTok. This platform plays an important role in shaping brand image and influencing purchase decisions, especially among young consumers. This study aims to analyze the influence of User-Generated Content (UGC) and Firm-Generated Content (FGC) on purchase decisions for Somethinc products on TikTok, with brand image as a mediating variable. This research employed a quantitative explanatory design involving 160 female respondents aged 15–30 years in Denpasar City, who are active TikTok users and have purchased Somethinc products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results show that both UGC and FGC have a positive and significant effect on brand image and purchase decisions. Moreover, brand image significantly mediates the relationship between UGC, FGC, and purchase decisions. These findings highlight the importance of synergy between user-created and company-generated content in strengthening brand image and encouraging consumer purchasing behavior. Practically, companies are advised to optimize their digital marketing strategies through interactive and informative content collaborations on TikTok.

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