The Role of Post Quantity, Views, and Reviews in Enhancing User-Generated Content and Stimulating Purchase Intention

Authors

  • Naomi Theresia Setiawan Undiknas Graduate School
  • Gede Sri Darma Undiknas Graduate School

DOI:

https://doi.org/10.59141/jrssem.v4i7.780

Keywords:

post quantity;, purchasing;, cosmetic products

Abstract

This study investigates how the quantity of posts, views, and reviews (KPVR) affects the perceived source credibility and information usefulness of User-Generated Content (UGC), and subsequently how these perceptions influence consumer attitudes and online purchase intention for cosmetic products. Grounded in the Theory of Planned Behavior (TPB), this quantitative research was conducted in Denpasar, Indonesia, targeting female consumers who have engaged with UGC on TikTok and YouTube. A total of 115 valid responses were collected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that KPVR significantly enhances both source credibility and information usefulness. These, in turn, positively influence consumer attitudes and ultimately strengthen purchase intentions. This study highlights the vital role of digital interaction metrics in shaping consumer decision-making, offering both theoretical and managerial implications

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Published

2025-02-22

How to Cite

Theresia Setiawan, N., & Sri Darma, G. . (2025). The Role of Post Quantity, Views, and Reviews in Enhancing User-Generated Content and Stimulating Purchase Intention. Journal Research of Social Science, Economics, and Management, 4(7), 926–939. https://doi.org/10.59141/jrssem.v4i7.780

Issue

Vol. 4 No. 7 (2025): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2025 Naomi Theresia Setiawan, Gede Sri Darma

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