Hayat,M. A., Hermawan, A., & Nuryadin, A. (2024).

Journal of Information SystemsManagement and Digital Business, 2(1), 40–49.

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This study examines how social media marketing and user-generated content (UGC) influence purchase decisions for Luxcrime cosmetics among Generation Z TikTok users in West Java, Indonesia. Using a quantitative descriptive survey with 130 respondents aged 18–27, the authors applied multiple regression analysis in SPSS to assess relationships among variables. Findings confirm that both social media marketing and UGC significantly affect purchase decisions individually and jointly.

The theoretical framework applies the Stimulus-Organism-Response (S-O-R) model, where social media marketing and UGC serve as stimuli, consumer cognition as the organism, and purchase decision as the response. Social media marketing was measured through dimensions of context, communication, collaboration, and connection, while UGC was evaluated via authenticity, usefulness, and valence of consumer-created content. Results show social media marketing had a stronger influence (β = 0.522) compared to UGC (β = 0.295), though both were significant predictors.

The study highlights that Generation Z consumers place high value on peer reviews, testimonials, and relatable user content, which enhance trust more effectively than brand-created advertising. However, negative UGC also carries the potential to reduce purchase intention, underscoring the dual-edged nature of consumer-generated media.

The authors argue that brands must optimize TikTok strategies by fostering interactive campaigns, leveraging positive UGC, and encouraging consumer participation through reviews and live streaming. The research underscores TikTok’s role as a social commerce platform and positions UGC as a crucial tool for building credibility in a competitive beauty market. This work is particularly relevant for marketers targeting Gen Z’s digitally native and socially influenced consumer behavior.