JDBIM
(Journal of Digital Business and Innovation Managemen.
Volume 4 No.
December 2025, 455-483 ISSN 2962-3898 (Onlin.
DOI: 10.
26740/jdbim.
https://ejournal.
id/index.
php/jdbmi/ Examining The Impact of User Experience.
Electronic Word of Mouth.
And Brand Trust on Purchase Intention Among Generation Z Consumers of Local Skincare Products Via Tiktok Shop In Indonesia Fadia Nur Rohmah1*.
Tias Andarini Indarwati 2 Department of Digital Business.
Faculty of Economics and Business.
Universitas Negeri Surabaya.
Jalan Ketintang.
Surabaya 60231.
Indonesia Department of Management.
Faculty of Economics and Business.
Universitas Negeri Surabaya.
Jalan Ketintang.
Surabaya 60231.
Indonesia 21049@mhs.
Abstract This study aims to examine the influence of user experience, electronic word of mouth .
WOM), and brand trust on the purchase intention of Generation Z consumers of local skincare products via TikTok Shop in Indonesia.
The AuDoctor DetectiveAy phenomenon highlights the importance of active ingredient transparency and digital reviews, with eWOM playing a key role in shaping consumer perception and trust.
Within the social commerce framework of TikTok Shop, user experience includes ease of navigation, visual appeal, and emotional As active and critical digital consumers.
Gen Z increasingly relies on community-based recommendations.
Guided by the Theory of Planned Behavior (TPB), this research offers strategic insights for local skincare brands to enhance user experience, strengthen brand trust, and leverage eWOM to effectively drive purchase intention in the digital.
Keywords: user experience.
electronic word of mouth.
brand trust.
theory of planned behavior.
TikTok Shop To cite this document:
Rohmah.
, & Indarwati.
Examining The Impact Of User Experience.
Electronic Word Of Mouth.
And Brand Trust On Purchase Intention Among Generation Z Consumers Of Local Skincare Products Via Tiktok Shop In Indonesia.
JDBIM (Journal of Digital Business and Innovation Managemen.
Vol.
4 Np.
2, pp.
DOI
JDBIM (Journal of Digital Business and Innovation Managemen.
Volume 4 No.
December 2025
E-ISSN 2962-3898
Page 455-483 Received: 1 June 2025.
Accepted: 25 July 2025.
Published: December 2025 *Corresponding author Email: fadia.
21049@mhs.
Abstrak Penelitian ini bertujuan menganalisis pengaruh user experience, electronic word of mouth .
WOM), dan brand trust terhadap purchase intention Generasi Z pengguna skincare lokal melalui TikTok Shop di Indonesia.
Fenomena AuDokter DetektifAy menyoroti pentingnya transparansi bahan aktif dan ulasan digital, di mana eWOM membentuk persepsi dan kepercayaan konsumen.
Dalam konteks social commerce TikTok Shop, user experience meliputi kemudahan navigasi, kenyamanan visual, dan keterlibatan emosional yang memengaruhi interaksi Generasi Z yang aktif dan kritis semakin mengandalkan rekomendasi komunitas dalam keputusan pembelian.
Dengan pendekatan Theory of Planned Behavior (TPB), studi ini memberikan wawasan strategis bagi industri skincare lokal untuk mengoptimalkan pengalaman pengguna, memperkuat brand trust, dan memanfaatkan eWOM guna mendorong purchase intention secara efektif di era Kata kunci: Pengalaman Pengguna.
Electronic Word Of Mouth.
Kepercayaan Merek.
Niat Beli.
Teori Perilaku Terencana.
Tiktok Shop
BACKGROUND
IndonesiaAos skincare industry has experienced rapid growth in line with increasing public awareness of skin care.
Local skincare products are gaining popularity due to their affordable pricing and formulations tailored to the specific needs of Indonesian consumers (GoodStats, 2.
TikTok has emerged as a leading digital marketing platform, particularly among Generation Z, who dominate the appAos user base (We Are Social & Meltwater, 2.
TikTok Shop, an integrated e-commerce feature within the application, enables users to access information, view reviews, and complete purchases within a seamless ecosystem (Hanifa & MasAood, 2.
Electronic word of mouth .
WOM) through user-generated reviews on TikTok plays a crucial role in shaping purchase intention Indrawati et al.
Zhao et al.
Generation Z is known to be more critical and selective in evaluating products, placing particular emphasis on ingredient transparency and brand credibility (Kim et al.
, 2.
Trends such as the AuDokter DetektifAy phenomenon further amplify this behavior by exposing misleading product claims, thereby influencing brand trust Farid et al.
In this context, user experience (UX) on TikTok also becomes an https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
essential factor, as ease of navigation and emotional engagement significantly affect usersAo purchasing attitudes (Hornbyk & Hertzum, 2.
Figure 1.
Negative Impacts of AuDetective DoctorsAy Source: TikTok account of Daviena Skincare and official Instagram of Azarine Cosmetic Figure 2.
Positive Impacts of AuDetective DoctorsAy Source: CNBC Indonesia .
Figures 1 and 2 illustrate that Generation Z consumers exhibit a high dependence on electronic word of mouth .
WOM) and increasingly critical attitudes toward brand claims, making brand trust a crucial factor in shaping purchase intention Kim et al.
Sulthana & Vasantha .
TikTok Shop, as a short-video platform widely used by Generation Z, facilitates the rapid and extensive dissemination of eWOM.
Engaging and credible content plays a key role in building trust in a brand, while invalid or misleading information can significantly reduce consumer trust Indrawati et al.
Erkan & Evans .
In this context.
User Experience (UX) is a critical component of Human-Computer Interaction (HCI), encompassing usersAo perceptions, comfort, and emotional engagement when interacting with digital systems (Hornbyk & Hertzum, 2.
A well-designed UX on TikTok Shop can foster positive attitudes toward products, strengthen brand trust, and https://ejournal.
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php/jdbmi/index JDBIM (Journal of Digital Business and Innovation Managemen.
Volume 4 No.
December 2025
E-ISSN 2962-3898
Page 455-483 increase purchase intention (Eberhard, 2.
Therefore, this study analyzes the influence of UX, eWOM, and brand trust on Generation ZAos purchase intention for local skincare products on TikTok Shop.
The platform integrates interactive features such as live shopping, user testimonials, and short-form videos, which enhance perceived value and consumer trust in brands (Zheng et al.
, 2.
This study is grounded in the Theory of Planned Behavior (Ajzen, 1.
, which posits that purchase intention is shaped by attitude, subjective norms, and perceived behavioral Although eWOM and brand trust have been widely studied, their integration with user experience in the context of TikTok Shop particularly for local skincare products in Indonesia remains underexplored.
Thus, this research focuses on examining the influence of user experience, eWOM, and brand trust on Generation ZAos purchase intention via TikTok Shop.
The Role of User Experience in Enhancing Purchase Intention User Experience (UX) on TikTok Shop plays a central role in shaping consumers' positive perceptions of displayed products.
UX elements such as ease of navigation, visual aesthetics, and emotional engagement through short video content have been shown to increase user satisfaction, which in turn drives purchase intention.
Eberhard .
found that interactive and visually appealing UX is a strong predictor of purchase intention, mediated by customer satisfaction.
This is supported by (Zheng et al.
, 2.
, who emphasized that customer engagement during UX-based live streaming serves as a significant mechanism in boosting digital consumersAo buying interest.
In line with this.
Hu & Zhu .
discovered that social interaction and content adaptation on social commerce platforms further strengthen the influence of UX on purchase intention, in accordance with the Theory of Planned Behavior.
Within the context of TikTok Shop, when users find content to be easily accessible, relevant, and enjoyable, they are more likely to develop a positive attitude toward the product such as local skincare which ultimately encourages purchase intention.
Therefore.
UX can be positioned as a key factor that shapes usersAo affective and cognitive responses to digital content and significantly influences their purchasing The Role of Electronic Word of Mouth in Enhancing Purchase Intention Electronic Word of Mouth .
WOM) plays a pivotal role in shaping consumers' purchase intentions on platforms such as TikTok Shop.
User- https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
generated content in the form of short videos whether based on personal experiences, product reviews, or recommendations is often perceived as more credible and significantly influences consumer trust in products.
According to Iqbal et al.
, eWOM assists consumers in evaluating products within digital environments, while Erkan & Evans .
emphasize that message credibility and relevance are key factors in influencing purchase decisions.
TikTok Shop facilitates the dissemination of eWOM through visually engaging and interactive content, enabling users particularly members of Generation Z to quickly share and absorb shopping experiences.
Indrawati et al.
highlight that authentic video content on TikTok enhances attention and builds trust toward local skincare products.
This aligns with the Theory of Planned Behavior (Ajzen, 1.
, which posits that perceptions of relevant and trustworthy social information contribute to the formation of positive attitudes and significantly strengthen consumersAo purchase intentions.
The Role of Brand Trust in Enhancing Purchase Intention Brand trust is a critical determinant influencing consumersAo purchase intentions on e-commerce platforms such as TikTok Shop.
When consumers perceive a brand as reliable and possessing integrity, they are more likely to feel confident in their purchasing decisions.
Kim et al.
affirm that brand trust directly enhances purchase intention by fostering a sense of security and reducing hesitation in online shopping.
In the context of TikTok Shop, trust in local skincare brands is cultivated through consistent content exposure, positive user reviews, and authentic interactions with other users.
According to Di Virgilio & Antonelli .
, brand trust also mitigates perceived risk, a key factor influencing online purchase behavior.
This is consistent with the Theory of Planned Behavior (Ajzen, 1.
, which posits that a positive attitude toward a product strengthened by brand trust significantly contributes to the formation of purchase intention.
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Volume 4 No.
December 2025
E-ISSN 2962-3898
Page 455-483
RESEARCH METHOD
Research Design This research adopts a quantitative associative approach to examine the influence of User Experience (X.
Electronic Word of Mouth .
WOM) (X.
, and Brand Trust (X.
on Purchase Intention (Y.
The proposed model consists of four main hypotheses: H1 through H3 test the direct effect of each independent variable on the dependent variable, while H4 tests the simultaneous influence of all three independent variables on purchase This research design figure 3 is particularly relevant for analyzing consumer behavior dynamics, especially among Generation Z users of TikTok Shop, where digital interaction, user perception, and brand credibility play crucial roles in shaping purchasing decisions.
Figure 3.
Conseptual Framework Previous studies provide a solid theoretical foundation for this model.
(Zheng et al.
, 2.
emphasized that user experience in digital platforms including navigation, content visualization, and interaction comfort has a direct effect on customer satisfaction and purchase intention.
Meanwhile, eWOM shared through honest reviews and user testimonials has been shown to significantly impact consumer perception and purchasing decisions Indrawati et al.
In addition, brand trust plays a critical role in shaping loyalty and purchase intention, as highlighted in the studies of Delgado-Ballester et al.
and Kim et al.
, which found that trust in a brand built through transparency and credibility significantly encourages purchase behavior.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
Therefore, this model emphasizes that User Experience.
Electronic Word of Mouth, and Brand Trust not only have partial effects but also contribute simultaneously to shaping Purchase Intention.
This framework is highly applicable to the TikTok Shop context, where entertainment, product reviews, and instant transactions are integrated to create a digital experience centered on consumer comfort and trust.
Population and Sample The target population of this study consists of members of Generation Z in Indonesia who use local skincare products and are active users of the TikTok Shop platform.
The sample includes individuals aged 17Ae27 who meet the criteria of belonging to Generation Z, actively engaging with TikTok Shop, being aware of the AuDokter DetektifAy phenomenon, and using Indonesian local skincare products.
A non-probability sampling approach was adopted, specifically purposive sampling, to ensure the selection of respondents who meet the predefined characteristics relevant to the research objectives.
Data Collection Technique This study employed a quantitative approach aimed at measuring and analyzing the influence of user experience, electronic word of mouth .
WOM), and brand trust on the purchase intention of Generation Z consumers of local skincare products on TikTok Shop.
This method aligns with the research objective, as it facilitates the identification of causal relationships among variables using empirical data gathered from The data collection was conducted over a period of 11 days, from May 20 to May 31, 2025, through an online questionnaire distributed via Google Forms.
The questionnaire was disseminated through social media platforms such as TikTok.
Instagram.
WhatsApp, and Facebook.
Prior to distribution, the questionnaire was tested for validity and reliability.
A total of 200 valid responses were obtained, with the instrument comprising 42 items representing indicators for each variable: User Experience (X.
Electronic Word of Mouth (X.
Brand Trust (X.
, and Purchase Intention (Y).
The data were analyzed using multiple linear regression analysis with IBM SPSS version 30.
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Volume 4 No.
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Page 455-483
RESULTS AND DISCUSSION
Data Analysis Respondent Characteristics The respondent characteristics table presents the demographic profile of participants, including variables such as age, gender, occupation, and place of residence.
The age distribution reveals that the majority of respondents fall within the 21Ae24 age group, representing the dominant segment of Generation Z, which is the primary focus of this study.
In terms of gender, female respondents accounted for more than 59% of the total, suggesting that women are more active in accessing and responding to content related to skincare products on the TikTok platform.
Respondents were geographically distributed across various regions in Indonesia, reflecting broad territorial coverage and enhancing the representativeness of the dataset.
Most respondents identified as students, either in secondary or tertiary education.
Overall, the sample consisted of 59% females and 41% males, aged between 17 and 28 years, with the majority reporting a primary source of income as limited monthly No.
Table 1.
Descriptive Analysis Results Source: Processed by the Researcher Characteristics Indicators Frequency Male Gender Female Total 17-20 years Age 21-24 years 25-28 years Total Students Employees Civil Servants Occupation Housewives Self-Employed Entrepeneurs Total Percentage 36,5% 32,5% 17,5% 5,5% 7,5% 8,5% These characteristics are reflected in Generation Z's tendency to use social media as a primary reference for obtaining product information, to significantly consider reviews from other users, and to show a preference https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
for relatively affordable products before making a purchase decision (Salsabilla & Handayani, 2.
This profile reinforces the relevance of the study in capturing digital consumer behavior, particularly among Generation Z users of local skincare products in Indonesia.
Table 2.
Crosstabulation Between Gender and Age Source: Processed by the Researcher Gender Age Total Male Female Ages 17-20 Ages 21-24 Ages 25-28 Total Based on Table 2, which presents the crosstabulation between gender and age, the majority of female respondents fall within the 21Ae24 age group .
, the 17Ae20 age group .
, and 25Ae28 age group .
These findings indicate that women in their early twenties are the most active TikTok Shop users in accessing skincare-related content.
Table 3.
Crosstabulation Between Age and Occupation Source: Processed by the Researcher Age
Occupation Total
Ages
Ages
Ages
17-20 21-24
Students Employees Civil Servants Housewives Self-employed Entrepreneurs Total Table 3, which displays the crosstabulation results between age and occupation, shows that all respondents in the 17Ae20 age group are Conversely, respondents aged 25Ae28 years primarily consist of employees, civil servants, and entrepreneurs, reflecting higher purchasing power and greater consumption experience with skincare products.
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Volume 4 No.
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E-ISSN 2962-3898
Page 455-483 Table 4.
Crosstabulation Between Gender and Occupation Source: Processed by the Researcher Gender Occupation Total Male Female Students Employees Civil Servants Housewives Self-employed Entrepreneurs Total Table 4, which presents the crosstabulation between gender and occupation, reveals that the majority of students are female .
, outnumbering their male counterparts .
Similarly, the number of female employees .
exceeds that of male employees .
, as does the number of female entrepreneurs .
compared to males .
Furthermore, all respondents identified as housewives are female.
These findings suggest that skincare-related content on TikTok Shop tends to reach a predominantly female audience, particularly among students and Table 5.
RespondentsAo Responses on the User Experience Variable Source: Processed by the Researcher Rating Item Total Mean Interpretation Question 1 2 Neutral X1.
7 35 118 38 2
200 2,965
Neutral X1.
9 46 119 24 2
200 2,820
Neutral X1.
4 36 109 44 7
200 3,070
Neutral X1.
11 36 116 31 6
200 2,925
Neutral X1.
7 51 98 44 0
200 2,895
Neutral X1.
1 19 112 61 7
200 3,270
Neutral X1.
3 40 121 34 2
200 2,960
Neutral X1.
11 60 113 15 1
200 2,675
Neutral X1.
10 41 110 37 2
200 2,900
Neutral X1.
3 24 112 55 6
200 3,185
Neutral X1.
11 40 103 43 3
200 2,935
Neutral X1.
8 30 107 41 14 200 3,115
Overall Mean
2,976
Neutral https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
Based on the descriptive analysis in Table 5, the User Experience (UX) variable on TikTok Shop demonstrates an average score of 2,976, indicating a moderately positive user perception.
Respondents found it helpful to navigate skincare content .
ighest score: 3,.
, although they reported difficulties in locating videos that were personally relevant highlighting a limitation in TikTok ShopAos personalization features.
User interaction was generally passive, with respondents primarily engaging through likes, consistent with the behavior of Generation Z as passive Nonetheless, emotional engagement was evident among some respondents who expressed interest in trying products after viewing related content, indicating the potential of UX to drive purchase intention.
Table 6.
RespondentsAo Responses on the Electronic Word of Mouth Variable Source: Processed by the Researcher Rating Item Total Mean Interpretation Question 1 2 X2.
9 41 115 34 1
200 2,885
Neutral Neutral X2.
7 52 123 17 1
200 2,765
X2.
6 23 110 56 5
200 3,155
Neutral Neutral X2.
7 32 117 42 2
200 3,000
Neutral X2.
18 42 103 37 0
200 2,795
X2.
3 29 105 56 7
200 3,175
Neutral Neutral X2.
4 27 119 44 6
200 3,105
X2.
10 63 110 16 1
200 2,675
Neutral Neutral X2.
9 42 108 41 0
200 2,905
Neutral X2.
9 15 119 51 6
200 3,150
Neutral X2.
10 49 98 40 3
200 2,885
Neutral X2.
1 40 115 37 7
200 3,045
Overall Mean
2,962
Neutral The results of the descriptive analysis in Table 6 indicate that the average score for the e-WOM variable is 2,962, reflecting a moderately positive perception that has yet to reach a strong level.
Respondents were generally passive, more inclined to "like" content rather than share it demonstrating a moderate level of e-WOM engagement.
While product information was perceived to influence purchasing decisions, it was not fully trusted or regarded as personally relevant.
These findings reinforce that e-WOM on TikTok Shop holds potential in shaping purchase intention, https://ejournal.
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Volume 4 No.
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Page 455-483 although issues related to credibility and active user participation remain key challenges.
Table 7.
RespondentsAo Responses on the Brand Trust Variable Source: Processed by the Researcher Rating Item Total Mean Interpretation Question 1 2 3 X3.
8 6 37 84 65 200 3,960
Agree Agree X3.
2 6 36 111 45 200 3,955
Agree X3.
3 5 45 94 53 200 3,945
Agree X3.
1 4 32 110 53 200 4,050
Agree X3.
3 5 32 96 64 200 4,065
Agree X3.
5 6 53 107 29 200 3,745
Agree X3.
2 3 52 83 60 200 3,980
Agree X3.
1 1 41 94 63 200 4,085
Agree X3.
1 9 50 90 50 200 3,895
Overall Mean
3,965
Agree The average score for the Brand Trust variable, as shown in Table 7, is 3,965, indicating a high level of consumer trust toward local skincare brands marketed via TikTok Shop.
Most respondents believe that these brands are capable of delivering quality products, provide honest information, and are reliable in fulfilling their claims.
Although a small portion of respondents expressed doubts regarding the alignment of the products with their personal needs, the majority perceived promotional content on TikTok Shop as convincing and aligned with their preferences.
This finding reflects the significance of visual features, endorsements, and accessibility on TikTok Shop in fostering brand trust.
Table 8.
RespondentsAo Responses on the Purchase Intention Variable Source: Processed by the Researcher Rating Item Question Total Mean Interpretation Y1.
2 6 27
4,245 Strongly Agree Y1.
5 1 20
4,205 Strongly Agree Y1.
2 5 31
4,140 Strongly Agree Y1.
1 4 21
4,215 Strongly Agree Y1.
1 4 24
4,340 Strongly Agree Y1.
3 6 23 110
4,070
Agree https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
Y1.
Y1.
Y1.
1 2 29
0 1 35
2 6 35
Overall Mean
4,250
4,170
4,125
4,196
Strongly Agree Agree Agree Agree The results in Table 8 reveal an average Purchase Intention score of 196, suggesting a very strong consumer inclination to purchase local skincare products through TikTok Shop.
Products that go viral and receive a substantial number of positive reviews were perceived as more attractive, underscoring the powerful influence of virality and social proof in purchase The absence of respondents who strongly disagreed with the intention to purchase in the near future indicates a high conversion Although a small number of users remain unaffected by the frequency of content exposure, the majority of Gen Z respondents demonstrated strong interest in popular and trusted products, reinforcing TikTok Shop's role as a strategic platform for stimulating purchase Based on the descriptive statistical analysis, the average scores for each construct are as follows:
User Experience (UX) Table 5 shows an average score of 2,976, indicating that respondents generally held a moderately positive perception of their experience using TikTok Shop particularly regarding visual appearance, ease of navigation, user comfort, and emotional engagement when accessing local skincare content.
Electronic Word of Mouth .
-WOM) As indicated in Table 6, the average score of 2,962 suggests that respondents found the information shared by other users on TikTok Shop to be fairly credible, relevant, and influential in their purchasing .
Brand Trust Table 7 reports an average score of 3,964, which reflects a high level of trust among respondents toward local skincare brands.
This demonstrates their confidence in the quality and reliability of the products offered.
Purchase Intention Table 8 presents an average score of 4,196, signifying that the majority of respondents exhibited a strong intention to purchase local skincare products discovered through TikTok Shop.
https://ejournal.
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Volume 4 No.
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Page 455-483 Overall, these descriptive results indicate that respondents held positive perceptions of user experience, the credibility of shared information, and trust in the brands featured on TikTok Shop.
These favorable perceptions collectively contribute to the high purchase intention observed among users, particularly within the context of local skincare product Validity Test This test was conducted to determine the critical r-value at a 5% significance level ( = 0,.
with a total of 200 respondents.
Based on a degree of freedom .
of 198 and a two-tailed significance level, the r-table value was determined to be 0,138.
Therefore, if the calculated r-value .
is equal to or greater than 0,138, the relationship between variables is considered statistically significant.
A research instrument is considered valid if it measures what it is intended to measure.
Validity can be assessed through correlation analysis between individual item scores and the total variable score.
Table 9.
Validity Test Results Source: Processed by the Researcher User Experience Corrected Item Variabel Interpretation Total Correlation X1.
0,435
Valid X1.
0,453
Valid X1.
0,412
Valid X1.
0,455
Valid X1.
0,440
Valid X1.
0,438
Valid
0,138
X1.
0,451
Valid X1.
0,437
Valid X1.
0,461
Valid X1.
0,458
Valid X1.
0,447
Valid X1.
0,423
Valid Electronic Word of Mouth Corrected Item Variabel Interpretation Total Correlation X2.
0,434
Valid X2.
0,438
0,138
Valid X2.
0,394
Valid https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
Variabel X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
Variabel Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
0,438
0,445
0,422
0,435
0,442
0,437
0,448
0,447
0,457
Brand Trust Corrected Item Total Correlation 0,505 0,537 0,501 0,556 0,521 0,138 0,533 0,542 0,522 0,542 Purchase Intention Corrected Item Total Correlation 0,624 0,596 0,636 0,596 0,612 0,138 0,578 0,640 0,682 0,594 Valid Valid Valid Valid Valid Valid Valid Valid Valid Interpretation Valid Valid Valid Valid Valid Valid Valid Valid Valid Interpretation Valid Valid Valid Valid Valid Valid Valid Valid Valid Based on the results of the validity test, all items under the variables User Experience.
Electronic Word of Mouth.
Brand Trust, and Purchase Intention had r-calculated values exceeding the r-table value .
, and all significance levels were below 0,05.
This indicates that each item is significantly correlated .
< 0,.
and, therefore, valid.
Consequently, all indicators for both independent and dependent variables are deemed appropriate as measurement tools in this study.
These findings affirm that the measurement instrument satisfies the criteria of validity and is suitable for further analysis.
This result is consistent with the validity criteria https://ejournal.
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Volume 4 No.
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Page 455-483 proposed by (Ghozali, 2.
, who asserts that an item is considered valid if the correlation between the item and the total score of the variable is statistically significant and exceeds the critical r-value.
Reliability Test A research instrument is considered reliable if the CronbachAos Alpha () value exceeds the minimum threshold of 0,60 (Ghozali, 2.
This indicates that the items in the instrument possess good internal consistency in measuring the intended construct.
Table 10.
Reliability Test Results Source: Processed by the Researcher Variabel X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
X1.
Variabel X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
X2.
User Experience Cronbach Cross Interpretation Alpha of Value 0,617 Reliable 0,616 Reliable 0,619 Reliable 0,620 Reliable 0,619 Reliable 0,615 Reliable 0,639 0,60 0,616 Reliable 0,616 Reliable 0,618 Reliable 0,617 Reliable 0,620 Reliable 0,625 Reliable Electronic Word of Mouth Cronbach Cross Interpretation Alpha of Value 0,608 Reliable 0,605 Reliable 0,609 Reliable 0,608 Reliable 0,613 0,629 0,60 Reliable 0,609 Reliable 0,608 Reliable 0,606 Reliable 0,608 Reliable https://ejournal.
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Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
X2.
X2.
X2.
Variabel X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
X3.
Variabel Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
Y1.
0,609
0,612
0,607
Reliable Reliable Reliable Brand Trust Cronbach Cross Interpretation Alpha of Value 0,665 Reliable 0,642 Reliable 0,654 Reliable 0,636 Reliable 0,648 0,673 0,60 Reliable 0,645 Reliable 0,643 Reliable 0,645 Reliable 0,643 Reliable Purchase Intention Cronbach Cross Interpretation Alpha of Value 0,776 Reliable 0,779 Reliable 0,773 Reliable 0,777 Reliable 0,776 0,795 0,60 Reliable 0,781 Reliable 0,771 Reliable 0,764 Reliable 0,781 Reliable In this study, the reliability analysis revealed that all items under the User Experience variable had a CronbachAos Alpha value of 0,639.
Electronic Word of Mouth scored 0,629.
Brand Trust scored 0,673, and Purchase Intention achieved 0,795.
All these values exceed the reliability threshold, thus confirming that the instruments used in this study meet the reliability criteria and can be trusted to consistently measure their respective These findings align with the conclusions of Ghozali .
, who state that a CronbachAos Alpha value above 0,60 indicates an acceptable level of reliability, particularly in exploratory research.
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Volume 4 No.
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Page 455-483 Classical Assumption Test Normality Test The normality test is conducted to assess whether the residuals in the regression model are normally distributed.
A normal distribution of residuals ensures the reliability of parameter estimates and the validity of hypothesis testing.
According to (Ghozali, 2.
, one of the most commonly employed methods for testing normality is the KolmogorovAe Smirnov (K-S) test.
Table 11.
Normality Test Results Source: Processed by the Researcher One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual Normal
Mean
,0000000
Parametersa,b Std.
Deviation 1,45224953 Most Extreme Absolute ,046 Differences Positive ,040 Negative -,046 Test Statistic ,049 Asymp.
Sig.
-taile.
,200d Monte Carlo Sig.
Sig.
0,394
-taile.
99% Convidence Lower Bound
0,381
Interval
Upper Bound
0,406
Test distribution is Normal.
Calculated from data.
Lilliefors Significance Correction This is a lower bound of the true significance.
Lilliefors' method based on 10000 Monte Carlo samples with starting seed 79654295.
Based on the results of the KolmogorovAeSmirnov test, the obtained significance value was 0,200, which exceeds the commonly accepted threshold of 0,05.
This result indicates that there is no statistically significant difference between the distribution of the residuals and a normal Thus, it can be concluded that the residuals of the regression model used in this study follow a normal distribution.
Accordingly, the normality assumption for residuals has been satisfied, rendering the model appropriate for subsequent analysis.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
Figure 4.
Histogram of Normality Test Source: Processed by the Researcher In support of this conclusion.
Figure 4, which presents the histogram plot, illustrates a bell-shaped distribution curve that is symmetrical and shows no skewness to the right or left.
This pattern is consistent with the characteristics of a normal distribution.
Figure 5.
Normal Probability Plot Source: Processed by the Researcher Furthermore.
Figure 5 which displays the normal probability plot (PAeP plo.
, shows that the data points are closely aligned with the diagonal line, indicating that the residuals are normally distributed and exhibit no systematic deviation.
These visual findings reinforce the conclusion that the normality assumption has been met, thereby validating the regression model in the context of normality testing.
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Page 455-483 Multicollinearity Test Multicollinearity refers to a condition in regression models where two or more independent variables exhibit high correlations with one another.
The presence of multicollinearity can distort the estimation of regression coefficients, lead to instability in the model, and complicate the interpretation of the individual effects of each independent variable on the dependent variable (Ghozali, 2.
To detect multicollinearity, two key indicators are typically used: Tolerance and the Variance Inflation Factor (VIF).
Table 12.
Multicollinearity Test Results Source: Processed by the Researcher VIF Testa
Model
1 User Experience Electronic Word of Mouth
Brand Trust
Collinearity Statistic Tolerance VIF
0,265
3,770
0,271
3,690
0,377
2,652
Dependen Variabel : Purchase Intention The results of the multicollinearity test presented in Table 12 indicate that all independent variables have Tolerance values above the minimum threshold of 0,10, specifically 0,265, 0,271, and 0,377.
These values suggest that there is no strong linear relationship among the independent variables, thereby fulfilling the assumption of no multicollinearity.
Furthermore, the VIF values for the three variables are all below the critical value of 10, recorded at 3,770, 3,690, and 2,652, respectively.
These relatively low VIF values further support the conclusion that multicollinearity is not a concern in the regression model.
Thus, it can be concluded that the variables User Experience.
Electronic Word of Mouth, and Brand Trust do not exhibit high intercorrelation and can be validly and independently included in the regression model to predict Purchase Intention.
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Heteroscedasticity Test The heteroscedasticity test is a crucial step in validating the assumptions of classical linear regression, aimed at determining whether the variance of residuals .
rror term.
remains constant across all levels of the predictor According to (Ghozali, 2.
, heteroscedasticity arises when the residual variance is not homogeneous, potentially resulting in inefficient parameter estimates and biased significance testing.
Several methods can be employed to detect signs of heteroscedasticity, including visual inspection via scatterplots and statistical tests such as the Glejser test.
Figure 6.
Scatterplot of ZPRED and SRESID Source: Processed by the Researcher In Figure 6, the scatterplot analysis illustrates the distribution of standardized residuals (SRESID) against standardized predicted values (ZPRED).
The plot reveals that the residual points are randomly dispersed around the horizontal axis and do not form any discernible pattern, such as a funnel shape or trend line.
This indicates the absence of systematic error distribution patterns, thus supporting the assumption of homoscedasticity and suggesting no visual evidence of heteroscedasticity.
Table 13.
Heteroscedasticity Test Results Source: Processed by the Researcher Model 1 (Constan.
User Experience Electronic Word of Mouth
Brand Trust
4,572
-0,992
0,909
-0,439
Sig.
<0,001
0,322
0,364
0,661
Dependent Variable: ABS_RES https://ejournal.
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Page 455-483 Moreover, the findings from the Glejser test, as presented in Table 13, reinforce this conclusion.
The test involves regressing the absolute residual values on the independent variables.
The results show that the significance values for all independent variables exceed the 0,05 threshold: User Experience .
Electronic Word of Mouth .
, and Brand Trust .
Since all significance levels are above 0,05, it can be concluded that there is no statistically significant relationship between the residuals and the independent variables.
Consequently, the regression model is free from heteroscedasticity issues and satisfies the assumption of homoscedasticity required for the validity of linear regression analysis.
F-Test (Simultaneous Significance Tes.
The results of the ANOVA analysis presented in Table 14 show an Fstatistic value of 559.
593 with a significance level of < 0,001, which is well below the conventional threshold of 0,05.
This indicates that the regression model employed in this study is statistically significant and can be considered a valid model for explaining the relationship between the independent variables and the dependent variable.
Accordingly, it can be concluded that the independent variables collectively exert a significant influence on the dependent variable.
Thus, the null hypothesis (HCA) which posits that the model is not viable or that there is no significant effect is rejected, while the alternative hypothesis (HCA) is accepted.
This finding implies that the overall regression model has substantial explanatory power in predicting purchase intention.
Table 14.
F-Test Results Source: Processed by the Researcher Model 1 Regression 559,593 Sig.
<0,001b In summary, the independent variables User Experience.
Electronic Word of Mouth, and Brand Trust jointly have a statistically significant effect on the dependent variable Purchase Intention.
Therefore, the null hypothesis suggesting the model is inadequate or lacks explanatory power is rejected in favor of the alternative hypothesis.
This supports the conclusion that the regression model is suitable for explaining variations in purchase intention among Generation Z users on the TikTok platform.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
T-Test (Partial Significance Tes.
The T-test is employed to assess the individual effect of each independent variable on the dependent variable within the regression model.
Based on the results displayed in Table 15, the significance values for all three independent variables are < 0,001, which is below the alpha threshold ( = 0,.
This indicates that each independent variable has a statistically significant individual effect on the dependent variable.
Furthermore, the calculated t-values for each variable exceed the critical t-table value for the appropriate degrees of freedom .
f = n Ae .
, reinforcing the conclusion of statistical significance.
Specifically, the t-values are as follows User Experience .
Electronic Word of Mouth .
Brand Trust .
Each of these values surpasses the critical value, thereby satisfying the decision criteria for the T-test.
Table 15.
T-Test Results Source: Processed by the Researcher Model 1 (Constan.
User Experience Electronic Word of Mouth
Brand Trust
-3,545
7,641
8,326
8,259
Sig.
<0,001
<0,001
<0,001
<0,001
Dependen Variabel : Purchase Intention In conclusion, each independent variable User Experience.
Electronic Word of Mouth, and Brand Trust has a significant partial effect on Purchase Intention.
Accordingly, the null hypothesis (HCA) which posits no significant effect is rejected, and the alternative hypothesis (HCA) is accepted.
This confirms that there are significant relationships between the independent variables and Purchase Intention among Generation Z consumers of local skincare products in Indonesia through the TikTok Shop platform.
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Page 455-483 Coefficient of Determination Test The coefficient of determination (RA) presented in Table 16 is 0,895, with an adjusted RA value of 0,894.
This indicates that 89.
5% of the variability in the Purchase Intention variable can be explained by the three independent variables in the model User Experience.
Electronic Word of Mouth .
WOM), and Brand Trust.
The remaining 10.
5% is attributable to other factors not included in this study.
These results suggest that the regression model possesses a very strong predictive capability regarding consumersAo purchase intentions.
Model Table 16.
Coefficient of Determination Test Source: Processed by the Researcher Adjusted R Std.
Error of R Square Square the Estimate 0,946 0,895 0,894 1,463 Predictors: (Constan.
Brand Trust.
Electronic Word of Mouth.
User Experience Multiple Linear Regression Analysis Multiple linear regression analysis was applied to evaluate the influence of the independent variables User Experience.
Electronic Word of Mouth .
WOM), and Brand Trust on the dependent variable Purchase Intention, both simultaneously and partially.
The analysis was conducted using IBM SPSS Statistics version 30.
The resulting regression model is formulated as follows:
Y = -3,606 0,389XCA 0,425XCC 0,325XCE e Keterangan :
: Purchase Intention ycU1 : User Experience ycU2 : Electronic Word of Mouth .
WOM) ycU3 : Brand Trust : Constant yu1, yu2, yu3 : Regression Coefficients yce : Error https://ejournal.
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Tias Andarini Indarwati Examining the Impact of User Experience.
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Table 17.
Multiple Linear Regression Analysis Results Source: Processed by the Researcher Coefficientsa Unstandardized Standardized Coefficients Coefficients Std.
Beta Model Error 1 (Constan.
-3,606 1,017 -3,545 User
0,389
0,051
0,343
7,641
Experience Electronic Word of 0,425 0,051 0,369 8,326 Mouth
Brand Trust
0,352
0,043
0,311
8,259
Sig.
<0,001
<0,001
<0,001
<0,001
Dependen Variabel : Purchase Intention The output presented in the Coefficients Table indicates that all independent variables have a positive and statistically significant effect on Purchase Intention, as evidenced by p-values below the 0,05 threshold.
This confirms that the constructed regression model is appropriate for explaining the statistical relationship among the studied variables.
The unstandardized regression coefficients (B) reveal that a one-unit increase in User Experience results in a 0,389 increase in Purchase Intention.
a one-unit increase in e-WOM leads to a 0,425 increase.
one-unit increase in Brand Trust contributes to a 0,325 increase, assuming all other variables remain constant.
The constant value of -3,606 represents the predicted value of Purchase Intention when all independent variables are zero, although it holds limited practical significance.
Furthermore, the standardized beta coefficients () illustrate the relative contribution of each independent variable to the dependent variable.
The results show that eWOM has the most substantial influence on Purchase Intention ( = 0,.
, followed by User Experience ( = 0,.
, and Brand Trust ( = 0,.
These findings underscore that, in the context of digital marketing on the TikTok platform, e-WOM emerges as the most dominant determinant of consumersAo purchase intention.
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Page 455-483
CONCLUSION
Based on the results of the analysis, it can be concluded that User Experience.
Electronic Word of Mouth .
WOM), and Brand Trust have a positive and significant influence on Purchase Intention among Generation Z users of TikTok Shop for local skincare products in Indonesia.
These findings suggest that the more favorable the user experience in navigating TikTok content characterized by ease of use, comfort, and visual appeal the greater the likelihood of users being interested in purchasing the featured products.
Moreover, eWOM, manifested through comments, likes, and peer recommendations, has been shown to effectively shape positive perceptions of the products, ultimately influencing purchasing decisions.
Brand trust also emerges as a critical factor.
the higher the level of trust in local skincare brands, the stronger the resulting purchase intention.
Collectively, these three variables explain 89.
5% of the variance in purchase intention, indicating that user experience, digital reviews, and brand trust are key determinants in shaping the purchase intentions of Generation Z consumers on TikTok Shop.
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Tias Andarini Indarwati Examining the Impact of User Experience.
Electronic Word of Mouth, and Brand Trust on Purchase Intention among Generation Z Consumers of Local Skincare Products via TikTok Shop in Indonesia.
REFERENCES