Perceived Value As A Key Variable In Purchase Decisions Beauty Products on The Tiktok
DOI:
https://doi.org/10.22225/jj.12.2.2025.219-229Keywords:
Influencer, perceived value, purchase decisions, UGCAbstract
The increasingly rapid development of technology has had an impact on the business world, including in the marketing sector. Online marketing is a trend in society today. Many business people market their products through TikTok media by using influencers and creating interesting content. This research aims to test the effect of using Influencers and User Generated Content (UGC) in purchasing decisions for cosmetic products on the Tiktok application with Perceived value as a mediating variable in the people of Denpasar City. The object of this research is consumers of beauty products on the Tiktok application. The population of this research is the people of Denpasar City. The sample used was 96 respondents and a questionnaire as a data collection tool. This research uses the SEM analysis method using outer model, inner model , hypothesis testing and mediation testing. The research results found that the use of influencers and UGC had a positive and significant effect on perceived value. The use of influencers has a positive but not significant influence on purchasing decisions, in contrast to UGC and perceived value which have a positive and significant influence on purchasing decisions. In this research, perceived value was able to mediate the influence of the use of influencers and UGC on purchasing decisions for cosmetic products on the TikTok application.
References
Anderson, A. (2023). The Impact of User-Generated Content on Consumer Purchase The Impact of User-Generated Content on Consumer Purchase Intention Intention. https://digitalcommons.lindenwood.edu/theses
Anggreni, P. (2015). Pengaruh Perceived Value terhadap Keputusan dan Minat Beli Ulang Pelanggan. Telaah Binsis, 16(2). https://doi.org/DOI:10.35917/tb.v16i2.3
Bahtar, A. Z., & Muda, M. (2016). The Impact of User-Generated Content (UGC) on Product Reviews towards Online Purchasing-A Conceptual Framework. Procedia Economics and Finance, 37, 337–342. https://doi.org/10.1016/s2212-5671(16)30134-4
Dirsehan, T., & Kadioglu, C. T. (2023). Operationalizing Customer-perceived Value as an Emergent Variable: Empirical Evidence from Mobile Food Ordering and Delivery Applications. Journal of Creating Value, 9(2), 227–244. https://doi.org/10.1177/23949643231199512
Dong, Y., Li, Y., Cao, J., Zhang, N., & Sha, K. (2023). Identification and evaluation of competitive products based on online user-generated content. Expert Systems with Applications, 225. https://doi.org/10.1016/j.eswa.2023.120168
Fauzi, A. A., & Sijabat, Y. P. (2023). Pengaruh Harga Produk dan Promosi Terhadap Keputusan Pembelian Konsumen TikTok Shop di Kota Magelang. Bisnis Dan Ekonomi Kreatif, 2(1), 51–62. https://journal2.upgris.ac.id/index.php/jibeka
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.697382
Halim, E. M., & Candraningrum, D. A. (2021). The Influence of User-Generated Content Towards Somethinc Skincare Purchase Intention.
Hardani, Ustiawaty, J., & Juliana Sukmana, D. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif (Husnu Abadi, Ed.; 1st ed.). CV. Pustaka Ilmu. https://www.researchgate.net/publication/340021548
Immanuel Surya Tjahyono, A. (2024). The Influence of Trust, in Mediating Perceived of Risk, and Web Quality on Purchasing Decisions" (Study on Student Users of Online Shopping (Shopee) at Udinus. In JEE (Vol. 12, Issue 1). http://journal.unnes.ac.id/sju/index.php/jeec
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Khofifah, R. N., & Hasanah, K. (2023). Analisis Keputusan Pembelian Pada Instagram Melalui Variabel Perceived Value Sebagai Intervening. In Management & Accounting Expose (Vol. 6, Issue 1). http://jurnal.usahid.ac.id/index.php/accounting
lengkawati, A. S., & Saputra, T. Q. (2021). PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA ELZATTA HIJAB GARUT). Prismakom, 18(1), 33–38. https://jurnal.stieyasaanggana.ac.id
Liaw, G.-F., Kao, H., & Yu, W.-C. (2022). The Influence of User-Generated Content (UGC) on Consumer Purchase Intention. Textile Science & Fashion Technology, 9(5). https://doi.org/10.33552/JTSFT.2022.09.000725
Maharani, Y. (2025). Pengaruh Influencer Marketing dan Content Marketing terhadap Purchase Decision dengan Brand Awareness dan Perceived Value sebagai Variabel Mediasi. In AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis (Vol. 5, Issue 1).
Pilgrim, K., & Bohnet-Joschko, S. (2019). Selling health and happiness how influencers communicate on Instagram about dieting and exercise: Mixed methods research. BMC Public Health, 19(1). https://doi.org/10.1186/s12889-019-7387-8
Pratiningsih, V., & Al Sukri, S. (2023). Peran tik tok dalam industri fashion dan pencitraan merek lokal di Indonesia: analisis user generated content. Jurnal Ekonomi Keuangan Dan Manajemen.
Putri, M. S., & Rosmita. (2024). Pengaruh Influencer Marketing Terhadap Minat Beli Konsumen Pada Toko Sneakerspku9. Jurnal Ilmu Administrasi Bisnis & Ilmu Sosial, 4(1), 86–97.
Putri W N, L. , T. H. (2021). Pengaruh Harga, Kualitas Produk, Kualitas Pelayanan, dan Promosi terhadap Keputusan Pembelian Produk. Management & Accounting Expose, 4(2), 129–138. https://jurnal.usahid.ac.id/index.php/accounting/article/view/372/444
Rosanti, A., Muhamad Ramdan, A., Jhoansyah, D., & Muhammadiyah Sukabumi, U. (2022). Perceived Value And Lifestyle Analysis Of Iphone Product Purchase Decisions (Empirical Study On Students At Higher Education In Sukabumi City). In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 3). http://journal.yrpipku.com/index.php/msej
Sadiyyah, P. A., Octavini, N. A., Agustin, M., Khair Prikurnia, A., Teknologi, I., Bisnis, D., & Lampung, D. (2025). Mengungkap Minat Beli Konsumen Melalui Video Ugc Dan E-Wom Pada Aplikasi Tiktok Studi Kasus Mahasiswa Institut Teknologi Dan Bisnis Diniyyah Lampung. Journal Of Economic and Bussiness Retail Jebr.Instidla.Ac.Id, 05(01).
Setiya, K., Ubacht, J., Cunningham, S., Oruç, S., & Business, S. O. (2016). Business Intelligence from User Generated Content: Online Opinion Formation in Purchasing Decisions in High-Tech Markets. 505–521. https://doi.org/10.1007/978-3-319-45234-0_45ï
Sukma AL dan Taris Q S. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 8(1), 33–38.
Talitha, F., Yuliati, L. N., & Kirbrandoko. (2019). The Effect Of Celebrity Endorsement Via Perceived Value To Purchase Intention On Instagram. Russian Journal of Agricultural and Socio-Economic Sciences, 85(1), 263–270. https://doi.org/10.18551/rjoas.2019-01.33
Tatang, O., Nugroho, A., Pembimbing, D., & Basuki, A. (2021). Pengaruh Influencer Media Sosial Dan Citra Merek Terhadap Keputusan Pembelian Produk Sepatu Compass (Studi Pada Konsumen Sepatu Compass di Malang). https://jimfeb.ub.ac.id/index.php/jimfeb/article/viewFile/8007/6817
Yogastrian, I. (2020). Analisis Pengaruh Promosi, Influencer, dan Media Sosial Instagram Terhadap Keputusan Pembelian Produk Sepatu (Study Kasus Pada Sepatu Brand Lokal).
You, Y., & Joshi, A. M. (2020). The Impact of User-Generated Content and Traditional Media on Customer Acquisition and Retention. Journal of Advertising, 49(3), 213–233. https://doi.org/10.1080/00913367.2020.1740631
Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014
Zauner, A., Koller, M., & Hatak, I. (2015). Customer perceived value—Conceptualization and avenues for future research. In Cogent Psychology (Vol. 2, Issue 1). Cogent OA. https://doi.org/10.1080/23311908.2015.1061782
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Made Mulia Handayani, Made Ayu Desy Geriadi, Nyoman Dwika Ayu Amrita, Tjokorda Gde Agung WIjaya Kesuma Suryawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
