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Pengaruh Celebrity Endorsement dan User-Generated Content (UGC) Terhadap Purchase Intention Produk Avoskin Beauty di Kota Padang dengan Brand Image Sebagai Variabel Mediasi
Abstract
Pertumbuhan social commerce di Indonesia, khususnya TikTok Shop, mendorong perubahan strategi pemasaran digital di industri kecantikan. Penelitian ini menganalisis pengaruh Celebrity Endorsement dan User-Generated Content (UGC) terhadap Purchase Intention, dengan Brand Image sebagai mediasi, pada konsumen Avoskin Beauty di Kota Padang. Metode kuantitatif digunakan dengan media koesioner menjadi alat pengumpulan data survei terhadap 170 responden Gen Z, dan data dianalisis menggunakan SmartPLS versi 4.0. Hasil penelitian ini menunjukan bahwa, Celebrity Endorsement tidak berpengaruh langsung terhadap Purchase Intention, namun berpengaruh terhadap Brand Image yang memediasi hubungan tersebut. UGC berpengaruh positif dan signifikan terhadap Purchase intention, baik langsung maupun melalui Brand Image. Temuan ini menekankan peran penting Brand I mage dalam strategi digital serta menunjukkan bahwa UGC lebih efektif daripada Celebrity Endorsment dalam mendorong Purchase Intention di era media sosial.
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DOI: https://doi.org/10.17509/ijdb.v5i1.84645
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