PENGARUH USER GENERATED CONTENT TERHADAP CUSTOMER ENGAGEMENT PRODUK PERAWATAN KULIT: Survei pada Generasi Z Pengikut TikTok The Body Shop

    Aghi Ghaniya Ummami, - and Vanessa Gaffar, - and Ayu Krishna Yuliawati, - (2025) PENGARUH USER GENERATED CONTENT TERHADAP CUSTOMER ENGAGEMENT PRODUK PERAWATAN KULIT: Survei pada Generasi Z Pengikut TikTok The Body Shop. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan pasar dan perubahan preferensi konsumen yang dipengaruhi oleh meningkatnya penggunaan media sosial telah menciptakan persaingan bisnis yang semakin kompetitif. Para pemilik usaha dituntut untuk lebih inovatif dalam strategi pemasarannya, salah satunya dengan memanfaatkan media sosial sebagai alat pemasaran yang efektif. Platform short-video seperti TikTok menjadi salah satu media yang banyak digunakan untuk meningkatkan Customer Engagement melalui konten yang menarik dan interaktif. Salah satu strategi pemasaran yang kini banyak diterapkan adalah User Generated Content (UGC) yang mana pelanggan atau pengguna secara aktif berkontribusi dalam pembuatan dan penyebaran konten mengenai suatu merek atau produk. Penelitian ini bertujuan untuk memberikan gambaran mengenai User Generated Content, tingkat Customer Engagement, serta menganalisis hubungan antara keduanya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif-kuantitatif dan desain penelitian kausal. Penentuan sampel dilakukan dengan teknik non-probability purposive sampling terhadap Generasi Z yang merupakan pengikut akun TikTok @thebodyshopindo, dengan jumlah sampel sebanyak 400 responden. Pengumpulan data primer dilakukan melalui kuesioner berbasis Google Form dan Wawancara. Analisis data mencakup uji validitas dan reliabilitas, uji normalitas Kolmogorov-Smirnov, uji korelasi Pearson, uji regresi linear sederhana, serta uji hipotesis menggunakan perangkat lunak SPSS. Penelitian ini mengungkapkan bahwa gambaran Generasi Z terhadap User Generated Content dan tingkat Customer Engagement berada pada kategori “baik”. Temuan ini juga menunjukkan adanya pengaruh yang signifikan antara User Generated Content terhadap Customer Engagement pada produk perawatan kulit The Body Shop. Market developments and changing consumer preferences, influenced by the increasing use of social media, have intensified business competition. Business owners are required to be more innovative in their marketing strategies, one of which is leveraging social media as an effective marketing tool. Short-video platforms such as TikTok have become widely used media to enhance customer engagement through engaging and interactive content. One of the most commonly applied marketing strategies today is User Generated Content (UGC), where customers or users actively contribute to the creation and dissemination of content related to a brand or product. This study aims to provide an overview of User Generated Content, the level of Customer Engagement, and analyze the relationship between the two variables. The research employs a quantitative method with a descriptive-quantitative approach and a causal research design. The sample selection was conducted using non-probability purposive sampling targeting Generation Z followers of the TikTok account @thebodyshopindo, resulting in a total of 400 respondents. Primary data was collected through a questionnaire distributed via Google Forms and Interview. Data analysis includes validity and reliability tests, the Kolmogorov-Smirnov normality test, Pearson correlation test, simple linear regression analysis, and hypothesis testing using SPSS 26.0 software. The findings of this study are expected to provide insights for business owners on leveraging UGC as an effective marketing strategy to enhance customer engagement and ensure business sustainability. This study reveals that Generation Z perceives User Generated Content and the level of Customer Engagement as being in the 'high' category. The findings also indicate a significant influence of User Generated Content on Customer Engagement with The Body Shop’s skincare products.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=3Ul9tLoAAAAJ ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Ayu Krishna Yuliawati: 5977407
    Uncontrolled Keywords: User Generated Content, Customer Engagement, TikTok, The Body Shop, Generasi Z, Produk Perawatan Kulit. User Generated Content, Customer Engagement, TikTok, The Body Shop, Gen Z, Skincare Products.
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Aghi Ghaniya Ummami
    Date Deposited: 25 Sep 2025 03:41
    Last Modified: 25 Sep 2025 03:41
    URI: http://repository.upi.edu/id/eprint/140653

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