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

Rheina Febriane, Wahyudi Wibowo () and Yulika Rosita Agrippina
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Rheina Febriane: Universitas Katolik Widya Mandala Surabaya, Faculty of Business
Wahyudi Wibowo: Universitas Katolik Widya Mandala Surabaya, Faculty of Business
Yulika Rosita Agrippina: Universitas Katolik Widya Mandala Surabaya, Faculty of Business

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 324-337 from Springer

Abstract: 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.

Keywords: Trustworthiness; Expertise; Attractiveness; Consumer Attitude; Purchase Intention (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_24

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