The Impact Of User Generated Content On Food Purchase Intention Through Tiktok Platform

Fairuza Amalina Mohd Azman; Norsimaa Mustaffa

doi:10.33102/jcicom.vol3no2.89

Authors

Fairuza Amalina Mohd Azman Universiti Sains Islam Malaysia
Norsimaa Mustaffa New Media Program, Faculty of Management and Leadership, USIM

DOI:

https://doi.org/10.33102/jcicom.vol3no2.89

Keywords:

TikTok, User generated Content, Attitudes, and Purchase Intention

Abstract

The purpose of this study was to identify components in UGC on food that impact purchase intention among TikTok users. Purposive sampling was used, which included 5 females from New Media Communications programme, aged 23-24 years old as informants. This study utilized a qualitative research design through interviews, specifically through the use of validated interview questionnaires. Findings reveal that most informants share the same preferences for the UGC components on TikTok which are audio and video can increase purchase intention as well as the information contained in the food reviews. Besides that, they are more influenced by the virality of the food that encourages them to purchase it whether the purchase takes in an online or offline shop.

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