The Influence of User-Generated Review Content Toward Brand Attitude and Online Purchase Intention of Local Beauty Brand Products

Abstract

Instagram is one of the most popular social media platforms for User-Generated Content (UGC) sharing, allowing users to share reviews about certain products or brands. In the context of local beauty products, this study aims to investigate the effect of User-Generated Review Content on Instagram on Brand Attitude and Online Purchase Intention. An online survey was conducted among 126 respondents and the results were analyzed using PLS-SEM method. The results show that there is a positive and significant relationship between User-Generated Review Content and Brand Attitude, Brand Attitude and Online Purchase Intention, and User-Generated Review Content and Online Purchase Intention. The results further show that Brand Attitude has a partial mediating effect in the relationship between User-Generated Review Content and Online Purchase Intention. This study suggested that local beauty product marketers should consider User-Generated Review Content as part of their marketing strategy. In addition, this study is expected to contribute to the literature of UGC, Brand Attitude, and Online Purchase Intention as well as to give an insight to local beauty product marketers regarding the utilization of UGC on Instagram.Keywords: User-Generated Content; Review Content; Brand Attitude; Online Purchase Intention; Instagram; Local Beauty Products