Citation:

Hafizh Ivan Aufa, Ananda Sabil Hussein, Sri Palupi Prabandari. "The Mediating Role of Attitude Towards User Generated Content and Attitude Towards Product on Perceived Source Credibility on Purchase Intention for Skincare Products (Study on Local Men's Skincare on the TikTok Application)" International Research Journal of Economics and Management Studies, Vol. 3, No. 9, pp. 108-118, 2024.

Abstract:

The study aims to determine the effect of attitude towards user-generated content and attitude towards the product as a mediator between perceived source credibility and purchase intention. It is known that the role of UGC(User Generated Content) and product knowledge(Attitude Towards Product) is an important factor in determining consumer purchases, especially through social media as a widely used platform. The research uses a quantitative approach, using a questionnaire for data collection. The research population is based on the location, namely Surabaya, with the specialization of male gender. The sample obtained amounted to 200 men who met the criteria of the majority of skincare users. Data analysis using structural equation modeling (SEM) with PLS 4.0 as an analyzer. The results of the study indicate that perceived source credibility has a significant effect on purchase intention, attitude toward UGC and attitude toward product. Attitude Towards UGC has a significant effect on Purchase Intention. Attitude Towards a Product has an effect on Purchase Intention. Attitude towards UGC and attitude towards product partially mediate perceived source credibility on purchase intention. The implications of the research findings in the form of three criteria for Perceived Source Credibility, namely attractiveness, trustworthiness, and expertise, can be used as a basis for companies' marketing campaigns, especially through social media.

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Keywords:

Attitude Towards UGC, Attitude Towards Product, Perceived Source Credibility and Purchase Intention.