The Effects of Promotion and User-Generated Content on Purchase Decisions with Brand Image as a Mediating Variable for the Facetology Brand on TikTok

  • Lusyana Dwi Andini Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
  • Sahara Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
  • Sylvani Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Keywords: Promotion; User-Generated Content; Brand Image; Purchase Decision; TikTok.

Abstract

TikTok has become a platform that integrates entertainment, promotion, and transactions, exerting a substantial influence on consumers’ purchasing behavior. This study aims to analyze the effects of Promotion and User-Generated Content on Purchase Decision, with Brand Image as a mediating variable, for Facetology products on TikTok. The study adopted a quantitative approach using a survey method. The sample consisted of 160 students from the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon who had purchased Facetology products through TikTok and were selected using purposive sampling. Data were collected through a questionnaire using a five-point Likert scale. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Promotion has no significant direct effect on Purchase Decision, whereas User-Generated Content has a positive and significant effect on Purchase Decision. These findings indicate that strengthening brand image is an important factor in improving the effectiveness of digital promotion and user-generated content in encouraging consumers’ purchase decisions on social commerce platforms.

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Published
2026-10-06
How to Cite
Lusyana Dwi Andini, Sahara, & Sylvani. (2026). The Effects of Promotion and User-Generated Content on Purchase Decisions with Brand Image as a Mediating Variable for the Facetology Brand on TikTok. Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 13(4), 306-314. Retrieved from https://www.konfrontasi.net/index.php/konfrontasi2/article/view/392
Issue
Vol 13 No 4 (2026): Konfrontasi, December
Section
Articles

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