Pengaruh User Generated Content dan Viral Marketing terhadap Purchase Intention Local Brand Emina Dimoderasi Product Knowledge pada Gen Z di Kota Medan

Abstract

In the era of digital expansion, social media marketing has become a crucial strategy for organizations to engage consumers. The beauty industry in Indonesia shows promising prospects due to the demographic bonus, with Generation Z emerging as the main consumer group characterized by high digital literacy and content-driven preferences. This study aims to examine and analyze the influence of user generated content and viral marketing on purchase intention of the local brand Emina, moderated by product knowledge among Gen Z in Medan City. This research is an associative study with a quantitative approach. The population includes consumers of Emina beauty products from Generation Z in Medan City, with an unknown total number. The sample consisted of 175 respondents who are Emina local brand consumers. Sampling was conducted using purposive sampling with the criteria of respondents aged 15 to 24 years, actively using at least one social media platform (Instagram/TikTok/YouTube), and having an interest or purchase intention toward Emina cosmetic products. Data analysis was conducted using Structural Equation Modeling (SEM). The results show that both user generated content and viral marketing have a positive and significant influence on the purchase intention of the local brand Emina. Product knowledge, as a moderating variable, is proven to moderate the relationship between user generated content and viral marketing toward purchase intention of the local brand Emina.