Persepsi Konsumen Terhadap Nilai dan Penggunaan User Generated Content pada Platform Tiktok (Studi Kasus Pada Konten Bertagar #Emina di Platform Tiktok)

Abstract

Emina is one of the cosmetic brands well-known in the Indonesian cosmetic market. Its success in Indonesia's market is also influenced by online marketing through social media platforms, including user-generated content. However, a content becomes attractive if it holds value that provides utility to its viewers. This value can be functional, emotional, or social in nature. Therefore, this research aims to investigate and analyze the influence of functional value, emotional value, and social value on the utility of user-generated content with the hashtag #Emina on the TikTok platform. The research adopts a quantitative approach, with the population being all users who have watched #Emina content on TikTok. The sample consists of 100 respondents, selected through purposive sampling. Data collection is done through online questionnaires using Google Form. The data analysis model utilized in this research is multiple linear regression, including research instrument tests, classical assumption tests, and hypothesis tests using SPSS 22. Based on the hypothesis testing, it is concluded that functional value has a significant influence on utility, emotional value does not have a significant influence on utility, and social value has a significant influence on utility.

Keywords: functional value, emotional value, social value, utility

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