Skip to main content
Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 1 - 2026 | 76−89 | https://doi.org/10.53623/jdmc.v6i1.1240
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

Scrolling Scrolling, Watching, Buying: The Influence of TikTok User-Generated Content (UGC) Videos on Purchase Decisions through Customer Reviews of Eser Perfume Products

Author(s): Allya Nihayah , Astri Wulandari ORCID https://orcid.org/0000-0002-6038-0899 , Riska Aprilina ORCID https://orcid.org/0009-0001-6769-2131
Author(s) information:
Marketing Management Program, Faculty of Applied Sciences, Telkom University, Bandung, Indonesia

Corresponding author

Journal of Digital Marketing and Communication

Volume 6 - Issue 1 - 2026

 About the journal
Submit your article

The emergence of TikTok as a social commerce platform has transformed the way consumers search for and evaluate products. This phenomenon is particularly interesting in the context of fragrance products (perfumes), as their primary attribute—the scent—cannot be experienced through a digital screen. Consequently, consumers face a unique challenge when making purchase decisions. Therefore, it is important to investigate how user-generated video content and customer reviews on TikTok influence consumers' purchasing decisions. This study aims to examine the effect of User-Generated Content (UGC) videos on TikTok on consumers' purchase decisions regarding Eser Perfume, with customer reviews serving as a mediating variable. An explanatory quantitative approach based on the Stimulus–Organism–Response (S–O–R) theory was employed. Data were collected through an online questionnaire administered to 200 active TikTok users in Indonesia selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that UGC videos have a positive and significant direct effect on purchase decisions (β = 0.659, p < 0.001) and strongly encourage consumers to read customer reviews (β = 0.890, p < 0.001). In addition, customer reviews positively influence purchase decisions (β = 0.310, p = 0.001) and serve as a partial mediating variable (indirect effect = 0.276). Overall, the proposed model explains 89.4% of the variance in purchase decisions (R² = 0.894). These findings suggest that organic TikTok videos influence consumers' perfume purchase decisions through two complementary mechanisms: direct visual appeal and the verification of product information through customer reviews. Accordingly, local perfume businesses are encouraged to optimize the creation of engaging UGC videos while maintaining the credibility and authenticity of customer reviews on TikTok to strengthen consumer trust and increase purchase intentions.

Read Full-Text
Previous article
Next article

Malekpour, M.; Sedighi, M.; Caboni, F.; Basile, V.; Troise, C. (2025). Exploring digital transformation and technological innovation in emerging markets. International Journal of Emerging Markets, 20(13), 96–121. http://doi.org/10.1108/IJOEM-02-2023-0147.

W. A. S.; Meltwater (2024). Digital 2024: Indonesia. (accessed on 26 June 2026) Available online: https://datareportal.com/reports/digital-2024-indonesia.

Lu, Y.; Ding, X.; Lin, Y. (2026). How TikTok influences Gen Z's consumer decisions: A systematic review. International Journal of Consumer Studies, 50(3), e70206. http://doi.org/10.1111/ijcs.70206.

Wu, J.; Nguyen, T.T.H. (2024). What sparked customers desire to shop? Research on the influence of TikTok short videos on consumers' purchase intention under SOR theory. Bachelor's Thesis, Jönköping University, Jönköping, Sweden.

Pereira, M.C.; Bacalhau, L.M. (2026). Scroll, watch, travel: An integrative framework of short-form video influence in destination marketing and place branding. Place Branding and Public Diplomacy. http://doi.org/10.1057/s41254-026-00443-7.

Cahyaningsih, D.A.; Zusrony, E.; Andriana, M.; Sains, U. (2025). The influence of social media, packaging, and online customer reviews on the purchase decision of local perfume brand HMNS. Jurnal Ilmiah Edunomika, 9(2), 1–13. http://doi.org/10.29040/jie.v9i2.16739.

Van Dat, N.; Hoang, C.C.; Khoa, B.T. (2025). User-generated content, online trust, and purchase intention: An empirical study of social commerce platforms. Jurnal The Messenger, 17(1), 1–16. http://doi.org/10.26623/themessenger.v17i1.11268.

Ningrum, S.T.; Hayuningtias, K.A. (2026). The influence of user-generated content and electronic word of mouth (e-WOM) on TikTok on Gen Z purchase intentions toward Ella Skincare. Golden Ratio of Mapping Idea and Literature Format, 6, 1526–1541. http://doi.org/10.52970/grmilf.v6i2.2037.

Geng, R.; Chen, J. (2021). The influencing mechanism of interaction quality of UGC on consumers' purchase intention – An empirical analysis. Frontiers in Psychology, 12, 1–12. http://doi.org/10.3389/fpsyg.2021.697382.

Meng, L.; Kou, S.; Duan, S.; Bie, Y. (2024). The impact of content characteristics of short-form video ads on consumer purchase behavior: Evidence from TikTok. Journal of Business Research, 183. http://doi.org/10.1016/j.jbusres.2024.114874.

Liu, H.; Jayawardhena, C.; Shukla, P.; Osburg, V. (2024). Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age. Journal of Business Research, 176, 114587. http://doi.org/10.1016/j.jbusres.2024.114587.

Kostić, S.; Spajić, J.; Alavuk, Đ.; Šiđanin, I.; Laličić, B.; Bunčić, S. (2026). The role of user-generated content in social commerce: A systematic review. Sustainability, 18(3), 1601. http://doi.org/10.3390/su18031601.

Barbosa, B.; Mahdavi, M.; Oliveira, Z.; Chkoniya, V. (2021). Buying perfume in the digital age: A study on e-shoppers' perceptions and typologies. Asian Journal of Business and Accounting, 14(1), 1–32. http://doi.org/10.22452/ajba.vol14no1.1.

Cuong, D.T. (2024). Examining how electronic word-of-mouth information influences customers' purchase intention: The moderating effect of perceived risk on e-commerce platforms. SAGE Open, 14(4). http://doi.org/10.1177/21582440241309408.

Ahn, Y.; Lee, J. (2024). The impact of online reviews on consumers' purchase intentions: Examining the social influence of online reviews, group similarity, and self-construal. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1060–1078. http://doi.org/10.3390/jtaer19020055.

Fu, J. (2026). How user-generated content impacts the customer behavior of Generation Z: A systematic literature review for the last 5 years. Journal of Education, Humanities and Social Sciences, 62, 368–379. http://doi.org/10.54097/rr2hpp30.

Alghaniy, A.M.; Mukaram, M. (2025). The influence of user generated content (UCG) on skincare product purchase decisions among Generation Z on TikTok (A case study in Bandung City). Jurnal Ekonomi Manajemen Sistem Informasi, 6(5), 2997–3005. http://doi.org/10.38035/jemsi.v6i5.5049.

Thuy, D.C.; Quang, N.N. (2025). Influence of livestream selling on purchase intention fashion products on TikTok. SAGE Open, 15(3), 21582440251375733. http://doi.org/10.1177/21582440251375733.

Meylani, S.D.; Ali (2026). The role of product review as a mediation of influencer marketing and TikTok visual content on purchase decisions. At-Tadbir: Jurnal Ilmiah Manajemen, 9(1), 24–41. http://doi.org/10.31602/atd.v10i1.21301.

Dwijayanty, Y.; Windasari, N.A. (2022). Perfume influencers impact on customers' purchase decision of HMNS perfumery. International Journal of Current Science Research and Review, 5(12), 4714–4724. http://doi.org/10.47191/ijcsrr/V5-i12-31.

Hair, J.F.; Hult, G.T.M.; Ringle, C.M.; Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed.; Sage Publications: Thousand Oaks, CA, USA.

Changalima, I.A.; Chuwa, M.P. (2025). Partial least squares structural equation modeling (PLS-SEM) in business research: A simple guide for novice researchers. International Journal of Research in Business and Social Science, 14(9), 497–506. http://doi.org/10.20525/ijrbs.v14i9.4601.

Joshi, A.; Kale, S.; Chandel, S.; Pal, D.K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403. http://doi.org/10.9734/BJAST/2015/14975.

Ali, M.D.; Al Hatef, E.A.J. (2024). Types of sampling and sample size determination in health and social science research. Journal of Young Pharmacists, 16(2), 204–215. http://doi.org/10.5530/jyp.2024.16.27.

Ringle, C.; Wende, S. (n.d.). SmartPLS 4. SmartPLS GmbH. (accessed on 26 June 2026) Available online: https://www.smartpls.com.

Etikan, I.; Musa, S.A.; Alkassim, R.S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. http://doi.org/10.11648/j.ajtas.20160501.11.

Haji-Othman, Y.; Sholeh, M.; Yusuff, S. (2024). Data analysis using partial least squares structural equation modeling (PLS-SEM) in conducting quantitative research. International Journal of Academic Research in Business and Social Sciences, 14(10), 2380–2388. http://doi.org/10.6007/ijarbss/v14-i10/23364.

Setianingsih, R.E.; Dema, Y. (2025). Content marketing and e-WOM as drivers of purchase intention: Evidence from Erigo on TikTok Shop. Jurnal Manajemen, 14(2), 108–121. http://doi.org/10.46806/jm.v14i2.1452.

Lay, P.B.; Indriani, S.; Rupianti, R. (2026). The impact of user-generated content and E-WOM on purchase decisions for XYZ products on the TikTok application in Malang City. Journal of Research in Social Science, Economics, and Management, 5(8), 10710–10727. http://doi.org/10.59141/jrssem.v5i8.1356.

Abubakar, A.I.; Husin, N.A.; Noh, N.M. (2026). The role of eWOM and user-generated content in shaping consumer purchase intention: A bibliometric analysis from 2020 to 2024. Scientometrica, 2, 95–104. http://doi.org/10.5267/j.sci.2026.3.003.

Kabian, L.; Vafaei-Zadeh, A.; Hanifah, H.; Nikbin, D.; Kooranifar, M.R. (2025). Investigating the determinants of individual's intention to use social commerce: A stimulus-organism-response (S-O-R) approach. Information Discovery and Delivery. http://doi.org/10.1108/idd-03-2025-0062.

Vazquez, E.E.; Patel, C.; Alvidrez, S.; Siliceo, L. (2023). Images, reviews, and purchase intention on social commerce: The role of mental imagery vividness, cognitive and affective social presence. Journal of Retailing and Consumer Services, 74, 103415. http://doi.org/10.1016/j.jretconser.2023.103415.

Read Full-Text
About this article

SUBMITTED: 08 June 2026
ACCEPTED: 27 June 2026
PUBLISHED: 29 June 2026
SUBMITTED to ACCEPTED: 19 days
DOI: https://doi.org/10.53623/jdmc.v6i1.1240

Cite this article
Nihayah, A. ., Wulandari, A. ., & Aprilina , R. . (2026). Scrolling Scrolling, Watching, Buying: The Influence of TikTok User-Generated Content (UGC) Videos on Purchase Decisions through Customer Reviews of Eser Perfume Products. Journal of Digital Marketing and Communication, 6(1), 76−89. https://doi.org/10.53623/jdmc.v6i1.1240
Citations
0
Share this article