Pengaruh User-Generated Content Terhadap Purchase Decision Produk Fashion di Tiktok Shop Dengan Impulsive Buying Sebagai Mediasi pada Generasi Z

Authors

  • Fepi Karlina Rahayu Universitas Terbuka, Indonesia
  • M Tasnim Universitas Matamedia, Indonesia

DOI:

https://doi.org/10.57235/jambuair.v5i2.8616

Keywords:

Impulsive Buying, Purchase Decision, TikTok Shop, User-Generated Content

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh user-generated content terhadap purchase decision dengan impulsive buying sebagai variabel mediasi pada generasi Z di Blora. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan kuesioner online kepada responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian adalah user-generated content berpengaruh positif dan signifikan terhadap impulsive buying dan purchase decision. Selain itu, impulsive buying juga berpengaruh positif dan signifikan terhadap purchase decision serta mampu menjadi variabel mediasi dalam hubungan antara user-generated content dan purchase decision. Temuan ini menunjukkan bahwa konten pengguna yang autentik dapat membantu konsumen menilai produk, mendorong pembelian spontan, dan memperkuat keputusan pembelian produk fashion di TikTok Shop. Penelitian ini juga memberikan gambaran bahwa konten pengguna dapat dimanfaatkan sebagai salah satu strategi pemasaran digital yang sesuai dengan perilaku konsumsi generasi muda.

Downloads

Download data is not yet available.

References

Chung, D. T. (2025). How user-generated content on social media platform can shape consumers ’ purchase behavior ? An empirical study from the theory of consumption values perspective. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2471528

Dataloka. (2025). Indonesia jadi Negara Pengguna Tiktok Terbanyak di Dunia 2025. Dataloka. https://dataloka.id/humaniora/4424/indonesia-jadi-negara-pengguna-tiktok-terbanyak-di-dunia-2025/

Djafarova, E., & Bowes, T. (2021). Instagram made me buy it”: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services. https://www.sciencedirect.com/science/article/abs/pii/S0969698920313539

Eneon Group. (2024). The Impact of UGCs (User-Generated Content) on Consumer Trust. https://www.eneon.group/the-impact-of-ugcs-user-generated-content-on-consumer-trust/

Ghozali, I., & Kusumadewi, K. A. (2023). Patrial Least Squares SmartPLS 4.0.

GoodStats. (2025). 5 media sosial teerpopuler di kalangan Gen Z 2025. GoodStats. https://data.goodstats.id/statistic/5-media-sosial-terpopuler-di-kalangan-gen-z-2025-aH6eQ

Gulfraz, B., Muhammad, Sufyan, M., Mustak, M., & Salminen, J. (2022). Journal of Retailing and Consumer Services Understanding the impact of online customers ’ shopping experience on online impulsive buying : A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68(April), 103000. https://doi.org/10.1016/j.jretconser.2022.103000

Hair, J. F., 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. Springer. https://doi.org/10.1007/978-3-030-80519-7_7

Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R.,Judijanto, L., & Setiawan, H. (2024). Pemasaran digital di era Society 5.0. PT Sonpedia Publishing Indonesia.

Khairunnisa, C. M. (2022). Pemasaran digital sebagai strategi pemasaran: Conceptual paper. Jurnal Aplikasi Manajemen dan Inovasi Bisnis, 5(1), 98–104.

Kotler, K. (2022). Marketing Management. In Pearson.

Machali, I. (2021). Metode penelitian kuantitatif: Panduan praktis merencanakan, melaksanakan dan analisis dalam penelitian kuantitatif. Fakultas Ilmu Tarbiyah dan Keguruan UIN Sunan Kalijaga.

Ningsih, E. R. (2021). Perilaku konsumen: Pengembangan konsep dan praktik dalam pemasaran. Idea Press Yogyakarta.

Nuur Aulia, A., Junaedi, D., & Supriyatna, R. K. (2025). Pengaruh user generated content (UGC) dan price bundling terhadap keputusan pembelian produk Richeese Factory Cabang Cibinong. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 7(8). https://doi.org/10.47467/alkharaj.v7i8.9588

Pew Research Center. (2019). Where Millennials end and Generation Z begins. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/

Priyono, M. B., & Sari, D. P. (2023). Dampak aplikasi TikTok dan TikTok Shop terhadap UMKM di Indonesia. Jurnal Ilmiah Wahana Pendidikan, 9(17), 497–506.

Ramadhani, N., Salam, N. E., & Yozani, R. E. (2023). Pemanfaatan konten TikTok sebagai media komunikasi pemasaran digital Shopee affiliate pada akun TikTok “Indisyindi”. Pendas: Jurnal Ilmiah Pendidikan Dasar, 8(1), 235–242.

Sang, V. M., Ngo, T., Thanh, P., Gia, H. N., & Quoc, D. N. (2024). Impact of user-generated content in digital platforms on purchase intention : the mediator role of user emotion in the electronic product industry. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2414860

SQ Magazine. (2025). Online Review Statistics. SQ Magazine. https://sqmagazine.co.uk/online-review-statistics/

Sugiyono. (2023). metode penelitian kuantitatif kualitatif. In alfabeta.

Wijaya, A. P., Nurcahyani, A., & Kurniaty, D. (2024). The impact of TikTok live information on impulsive buying behavior. Jurnal Ekonomi, 13(4). https://doi.org/10.54209/ekonomi.v13i04

Downloads

Published

2026-07-25

Issue

Vol. 5 No. 2 (2026): October 2026

Section

Articles

Citation Check

License

Copyright (c) 2026 Fepi Karlina Rahayu, M Tasnim

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

  1. Authors certify that the work reported here has not been published before and contains no materials the publication of which would violate any copyright or other personal or proprietary right of any person or entity.
  2. Authors dont transfer or license the copyright of publishing to JAMBU AIR: Journal of Accounting Management Business and International Research to publish the article in any media format, to share, to disseminate, to index, and to maximize the impact of the article in any databases.
  3. Authors hereby dont agree to transfer a copyright for publishing to JAMBU AIR: Journal of Accounting Management Business and International Research a Publisher of the manuscript. 
  4. Authors reserve the following: 
    1. all proprietary rights other than copyright such as patent rights; 
    2. the right to use all or part of this article in future works of our own such as in books and lectures;
    3. use for presentation in a meeting or conference and distributing copies to attendees; 
    4. use for internal training by author's company;
    5. distribution to colleagues for their research use;
    6. use in a subsequent compilation of the author's works;
    7. inclusion in a thesis or dissertation;
    8. reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
    9. preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article); and
    10. voluntary posting on open web sites operated by author or author’s institution for scholarly purposes, but it should follow the open access license of Creative Common CC BY-NC-SA License.