The Effect of Influencer Endorsements and User-Generated Content (UGC) on Purchase Decisions for Makarizo Hair Energy Products on TikTok Shop

The rapidly accelerating shift toward digital marketing has prompted Makarizo to leverage influencer endorsements and user-generated content (UGC) on TikTok Shop to more effectively influence consumer purchasing decisions. This study aims to quantitatively analyze the influence of influencer endorsements and UGC on purchasing decisions for Makarizo Hair Energy products on TikTok Shop. Regression analysis results indicate that influencer endorsements and UGC have a positive and significant effect on purchasing decisions, both partially and simultaneously; thus, all hypotheses in this study are accepted. Influencer endorsements have proven effective in building brand credibility and increasing purchase interest, while UGC in the form of reviews and real-user experiences can strengthen consumer confidence because they are perceived as more objective and trustworthy. This study provides practical contributions for Makarizo and other businesses in designing digital marketing strategies through the selection of credible influencers and by encouraging the continuous creation of authentic user-generated content.

Keywords: Influencer Endorsement, User-Generated Content, Purchase Decision, TikTok Shop, Makarizo.