Pengaruh User-Generated Content Dan Storytelling Terhadap Purchase Intention Konsumen Glad2glow Pada Platform Tiktok

This study aims to examine the effect of User-Generated Content and Storytelling on consumers' Purchase Intention toward Glad2Glow products on the TikTok platform, both partially and simultaneously. This research employs a quantitative approach with an associative research design. Data were collected through an online questionnaire distributed to 42 respondents who are TikTok users and are familiar with Glad2Glow products. The data were analyzed using SPSS through multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results indicate that User-Generated Content has a positive and significant effect on Purchase Intention, with a significance value of 0.000. Storytelling also has a positive and significant effect on Purchase Intention, with a significance value of 0.002. Simultaneously, both variables have a significant effect on Purchase Intention, with an F-statistic of 71.469 and a significance value of 0.000. The coefficient of determination of 0.786 indicates that both variables explain 78.6% of the variation in consumers' Purchase Intention, while the remaining 21.4% is explained by other factors beyond the scope of this study.