Analysis Of The Influence Of User-Generated Content On The Purchase Decision Of MS Glow Products Through Trust As A Mediating Variable

The rapid growth of social media and e-commerce platforms has transformed consumer behavior in purchasing decision-making, particularly in the cosmetic industry. Consumers increasingly rely on UGC (UGC), such as reviews, testimonials, and product experience videos, as primary sources of information. This study aims to analyze the effect of UGC on purchasing decisions for MS Glow products, with consumer trust as a mediating variable. The research adopts a quantitative approach with an explanatory research design. The population consists of Generation Z in Bekasi Regency who are active TikTok Shop users and have been exposed to MS Glow-related content. A total of 220 respondents were selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that UGC has a positive and significant effect on consumer trust and purchasing decisions. Consumer trust also has a positive and significant effect on purchasing decisions and significantly mediates the relationship between UGC and purchasing decisions. The study confirms the strategic role of UGC in building consumer trust and enhancing purchasing decisions.

Keywords: UGC, Consumer Trust, Purchase Decision, TikTok Shop, MS Glow