Pengaruh User Experience, Electronic Word of Mouth, dan Brand Trust di TikTok Shop terhadap Purchase Intention pada Generasi Z Pengguna Produk Skincare Lokal di Indonesia

The Effect of User Experience, Electronic Word of Mouth, and Brand Trust on Purchase Intention Among Generation Z Users of Local Skincare Products on TikTok Shop in Indonesia

Penelitian ini bertujuan untuk menganalisis pengaruh user experience, electronic word of mouth (eWOM), dan brand trust terhadap purchase intention pada Generasi Z pengguna produk skincare lokal melalui platform TikTok Shop. TikTok Shop sebagai salah satu bentuk social commerce yang berkembang pesat menghadirkan integrasi antara konten video pendek, fitur interaktif, dan sistem pembelian langsung dalam satu ekosistem digital. Fenomena konten seperti “Dokter Detektif” dan ulasan pengguna yang tersebar luas dalam bentuk video maupun siaran langsung memberikan kontribusi signifikan terhadap pembentukan persepsi konsumen melalui eWOM yang bersifat visual, kredibel, dan mudah diakses. Selain itu, kualitas user experience yang mencakup kemudahan navigasi, daya tarik visual, serta kenyamanan dalam interaksi turut memperkuat persepsi kendali dalam pengambilan keputusan pembelian. Kepercayaan terhadap merek juga menjadi aspek fundamental yang memengaruhi sikap konsumen dalam mengevaluasi dan memilih produk skincare lokal yang dipasarkan melalui TikTok Shop. Penelitian ini menggunakan pendekatan Theory of Planned Behavior (TPB) untuk mengkaji peran ketiga variabel independen tersebut dalam membentuk niat beli (purchase intention), baik secara parsial maupun simultan. Melalui pendekatan kuantitatif dengan metode survei terhadap 200 responden Generasi Z di Indonesia, penelitian ini diharapkan memberikan kontribusi teoritis dan praktis bagi pengembangan strategi pemasaran digital berbasis interaksi sosial yang lebih efektif di era social commerce, khususnya bagi pelaku industri skincare lokal yang memanfaatkan TikTok Shop sebagai saluran distribusi dan komunikasi utama.

This study aims to analyze the influence of user experience, electronic word of mouth (eWOM), and brand trust on purchase intention among Generation Z consumers of local skincare products through the TikTok Shop platform. As a rapidly growing form of social commerce, TikTok Shop integrates short video content, interactive features, and direct purchase systems into a single digital ecosystem. Phenomena such as the “Doctor Detective” trend and user-generated reviews delivered via videos and live streams significantly shape consumer perceptions through visual, credible, and easily accessible eWOM. Additionally, the quality of user experience, including ease of navigation, visual appeal, and interaction comfort, reinforces perceived behavioral control in purchasing decisions. Brand trust serves as a key factor influencing consumers' attitudes in evaluating and selecting local skincare products marketed via TikTok Shop. This research employs the Theory of Planned Behavior (TPB) framework to examine how the three independent variables affect purchase intention, both individually and simultaneously. Using a quantitative approach and survey method involving 200 Generation Z respondents in Indonesia, this study is expected to offer theoretical and practical contributions to the development of more effective digital marketing strategies based on social interaction particularly for local skincare brands utilizing TikTok Shop as a primary channel for distribution and consumer engagement.