Pengaruh User Generated Content dan Brand Love terhadap Keputusan Pembelian (Studi pada Konsumen Produk Ms Glow di Kota Medan)

Abstract

The beauty industry in Indonesia has experienced significant growth, especially after entering the endemic phase. In 2022, the largest market segment in this industry was personal care, with a market value of USD 3.18 billion, followed by skincare at USD 2.05 billion, cosmetics at USD 1.61 billion, and fragrances at USD 39 million. This indicates a growing public interest in beauty products. This study aims to analyze the influence of User Generated Content and Brand Love on consumer purchasing decisions for Ms Glow products in Medan City. This research seeks to provide a deeper understanding of how these two factors impact consumer decisions. The influence of both variables is analyzed both partially and simultaneously on purchasing decisions. This study employs a quantitative research method with an associative approach, applying classical assumption tests, including normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression analysis. The findings reveal that User Generated Content and Brand Love significantly influence purchasing decisions. The correlation coefficient (R) value of 0.777 indicates a strong relationship between the variables, while the Adjusted R Square value of 0.596 suggests that 59.6% of the variation in purchasing decisions is explained by these two variables. Most respondents have a positive perception of Ms Glow, particularly in terms of customer engagement in promoting the product and their emotional connection with the brand.