The Influences of Perceived Credibility and Consumer Attitude Towards Purchase Intention of Some by Mi’s YouTube User Generated Content

Abstract

User Generated Content (UGC) has become one of the media to share opinions or aspirations from social media users. One of the social media that can be used for UGC is YouTube. People tend to watch UGC videos regarding product reviews before making the decision to buy a product. One of the products where people will watch the product review video before deciding to purchase is skincare products. Therefore, this study uses a skincare brand from South Korea named Some By Mi as the object of research. The total number of respondents collected for this study is 180 respondents. The data collected is used quantitative methods and measured using five points of the Likert Scale. The population is limited to Indonesian with groups aged 17 to 65 years old. The current study used Structural Equation Modelling in the data analysis. The results of this study found that trustworthiness and attractiveness bring a positive and significant impact on Consumer Attitude. However, expertise has an insignificant impact on Consumer Attitude. Furthermore, Consumer Attitude mediates the relationship between Perceived Credibility and Purchase Intention. Thus, Some By Mi might endorse UGC that has trustworthiness and attractiveness when reviewing a product and suggested focusing on developing their digital marketing, especially highlighting the benefits or the uniqueness of their product. In addition, Some By Mi should concern with every compliment or criticism from the UGC. For further study suggested using another variable besides perceived credibility to determine the influence of the UGC on purchase intention.

Does Customer Engagement Behaviour Develop New Customer Base in Indonesia? Evidence from An Eco-Friendly Global Fashion Brand

“…Follow itself is defined as following, if defined further, follow is following someone's social media which is used to find out someone's news, posts, or posts that sent by someone sent on social media. (Febriane et al, 2022). Current social media such as Facebook, Instagram, Twitter, and others provide a "follow" feature which is useful for enabling social media users to interact with each other, for example when someone uploads a photo, other users can respond by giving likes or comments (Gupta, 2021).…”

“…Simply said, engagement is interactional communication or two-way communication. A response from the audience indicates that the communication was effective (Febriane et al, 2022). Using Carter's research as a basis, each interaction is expected to connect the brand with the needs and desires of consumers and positive engagement that often occur can result in consumer loyalty.…”

“…Online engagement is a psychological state that is distinguished by user interaction, co-creative experiences, and interactions with agents and objects (Febriane et al, 2022). Customer engagement can be built, rebuilt, or destroyed by every interaction made by the brand (Carter, 2021).…”

“…One of the goals of following someone's social media is to find out about someone's news, posts, or posts that someone posted on social media (Febriane et al, 2022). So that it can refer to the actions that the person takes (after following) to achieve engagement on a fan-page.…”

“…However, few studies have looked at how fan interaction and related actions (such Likes, Shares, and Comments) affect brand purchase intentions (Abeer and Abdelhamid, 2017). The impact of trust on the engagement behavior of the community has swiftly attracted attention as another crucial aspect (Febriane, et al, 2022;Li-Chun, 2017). Customer trust in retailers has a positive impact on customer attitudes towards physical stores from retailers (Kim and Park, 2005), and further investigation, especially for online continuation or extension, is highly recommended (Schultz, 2016).…”