The Effect of User-Generated Content on K-Pop Merchandise Purchase Decisions on TikTok: The Mediating Role of Brand Trust
DOI:
https://doi.org/10.31603/conference.17304Kata Kunci:
user-generated content (UGC), brand trust, purchase decision, generation Z, k-pop MerchandiseAbstrak
The rapid growth of the K-pop industry has triggered the high interest of Generation Z in K-pop merchandise, but the rampant circulation of counterfeit products is the main obstacle that causes doubts for buyers. This phenomenon raises the issue of how User-Generated Content (UGC) can be used to minimize these doubts, as well as the extent to which brand trust is able to bridge consumer confidence in making purchasing decisions. This quantitative study aims to test the role of brand trust in mediating the influence of UGC on K-pop merchandise purchase decisions in Generation Z of K-pop fans, both those who have experience buying or are just interested in buying. A total of 207 data points were obtained through a questionnaire on TikTok and analyzed using the multiple linear regression method (SPSS) and the Sobel mediation test (Quantpsy.org). Empirical findings show that UGC has a significant effect on purchasing decisions and brand trust. In addition, brand trust has also been proven to have a significant influence on purchase decisions and successfully carries out its role as a partial mediator in the relationship between UGC and purchase decisions. The findings of this study imply that to improve K-pop merchandise purchase decisions among Generation Z, businesses not only take advantage of attractive User-Generated Content (UGC), but also focus on building brand trust.
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