Pramudita, Andini (2026) Pengaruh User Generated Content (UGC), Source Credibility, dan Lifetsyle Terhadap Purchase Intention Produk Fashion Lozy Hijab (Studi Pada Masyarakat Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesia's rapidly growing digital economy has spurred the rise of social commerce platforms as marketing channels for fashion products. Amidst the phenomenon of "ad fatigue" affecting approximately 69% of Indonesian consumers, user-generated content (UGC) has emerged as a form of content perceived as more trustworthy than conventional advertising. This study aims to examine and analyze the influence of user-generated content, source credibility, and lifestyle on the purchase intention for Lozy Hijab fashion products, both simultaneously and partially. The study employs a quantitative, associative approach. A purposive sampling method was used to select 160 respondents, determined via the Slovin formula. The study population consists of residents of Surabaya. Data analysis was conducted using multiple linear regression with SPSS software. The results indicate that user generated content, source credibility, and lifestyle simultaneously influence purchase intention. Furthermore, user generated content, source credibility, and lifestyle each exert a partial influence on purchase intention, with lifestyle identified as the most dominant variable. These findings imply that local fashion brands like Lozy Hijab need to ensure product alignment with consumer lifestyles and encourage the creation of authentic user-generated content as an effective marketing strategy within social commerce.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | ANDINI PRAMUDITA | ||||||||
| Date Deposited: | 17 Jul 2026 09:25 | ||||||||
| Last Modified: | 21 Jul 2026 01:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55921 |
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