Published: 2026-04-01
Pengaruh Visual Packaging, UGC, dan Social Proof terhadap Purchase Intention Produk Kecantikan Lokal di Kalangan Generasi Z Indonesia
DOI: 10.35870/jemsi.v12i2.6509
Abstract
This research was conducted with the aim of examining the impact of visual packaging, user-generated content (UGC), and social proof in stimulating purchase intention of local beauty products among Indonesian Generation Z respondents. By adopting the Stimulus-Organism-Response (SOR) theory, this study focused on the non-market leader local cosmetic product category to obtain an objective picture of consumer behavior. Through a quantitative approach, data were collected from 150 respondents through purposive sampling with a Likert scale questionnaire of 1 to 5, then processed through multiple linear regression techniques with the help of IBM SPSS 31 software. The research findings confirmed that visual packaging, UGC, and social proof simultaneously had a significant effect on purchase intention (Adjusted R² = 0.641). The results of the partial test showed that social proof was the most dominant factor (β = 0.356; p < 0.001) compared to UGC (β = 0.277; p = 0.008) and visual packaging (β = 0.236; p = 0.005). From a theoretical perspective, these findings strengthen the relevance of the SOR model in explaining how social validation is a key driver for Generation Z in determining purchase intentions. Practical implications: Local beauty product businesses are advised to combine visual elements with social proof strategies to strengthen consumer purchase intentions.
Keywords
Visual Packaging; User-Generated Content; Social Proof; Purchase Intention
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 2 (2026)
-
Section: Articles
-
Published: 2026-04-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jemsi.v12i2.6509
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Cinta Dwi Alieka, Universitas Indonesia Membangun
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jalan Soekarno Hatta No. 448 Bandung, 40266, Kota Bandung, Jawa Barat, Indonesia.
Ida Farida Oesman, Universitas Indonesia Membangun
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jalan Soekarno Hatta No. 448 Bandung, 40266, Kota Bandung, Jawa Barat, Indonesia.
Dadan Abdul Aziz Mubarok, Universitas Indonesia Membangun
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jalan Soekarno Hatta No. 448 Bandung, 40266, Kota Bandung, Jawa Barat, Indonesia.
Ridho Riadi Akbar, Universitas Indonesia Membangun
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jalan Soekarno Hatta No. 448 Bandung, 40266, Kota Bandung, Jawa Barat, Indonesia.
Rama Chandra Jaya, Universitas Indonesia Membangun
Prodi Manajemen, Fakultas Manajemen dan Bisnis, Universitas Indonesia Membangun, Jalan Soekarno Hatta No. 448 Bandung, 40266, Kota Bandung, Jawa Barat, Indonesia.
-
Ajzen, I. (1991). The theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
-
Borges, F. R. F., & Veiga, R. T. (2025). Effects of social proof arguments on collaborative filtering recommender systems. Brazilian Journal of Marketing, 24(4), 1–29. https://doi.org/10.5585/2025.28214.
-
Christine, Situmorang, S. H., & Sembiring, B. K. F. (2024). User-generated content (UGC) to visit and purchase intention: A literature review. JAMEK (Jurnal Akuntansi Manajemen Ekonomi Dan Kewirausahaan), 4(2), 108–120. https://doi.org/10.47065/jamek.v4i2.1265.
-
Cialdini, R. B. (2009). Influence: The psychology of persuasion (1st ed.). Collins.
-
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
-
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9.
-
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
-
Hasibuan, M. S., & Nuraeni, S. (2023). Influential cosmetic packaging attributes toward customer purchase intention. Journal of Consumer Studies and Applied Marketing, 1(2), 81–91. https://doi.org/10.58229/jcsam.v1i2.80.
-
Huang, W., Wang, X., Zhang, Q., Han, J., & Zhang, R. (2025). Beyond likes and comments: How social proof influences consumer impulse buying on short-form video platforms. Journal of Retailing and Consumer Services, 84, 104199. https://doi.org/10.1016/j.jretconser.2024.104199.
-
Karst, A.-L., & Trabold, L. K. (2024). Navigating influence – Consumer purchase intentions for luxury goods on TikTok [Master’s thesis]. Jönköping University.
-
Khan, Z. A., Ahmed, I., Kamran, H., Alwie, A. B., Safdar, U., & Asim, Z. (2025). Visual aesthetics, perceived quality and purchase intention: A multi-group analysis of perfume consumers in Oman. Management & Sustainability: An Arab Review, 1–19. https://doi.org/10.1108/MSAR-08-2024-0079.
-
Kim, H.-Y. (2013). Statistical notes for clinical researchers: Assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics, 38(1), 52. https://doi.org/10.5395/rde.2013.38.1.52.
-
Kotler, P., & Keller, K. L. (2018). Marketing management (15th Global ed.). Pearson Education Limited.
-
Liu, C., Samsudin, M. R., & Zou, Y. (2025). The impact of visual elements of packaging design on purchase intention: Brand experience as a mediator in the tea bag product category. Behavioral Sciences, 15(2). https://doi.org/10.3390/bs15020181.
-
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
-
Mukherjee, K. (2020). Social media marketing and customers’ passion for brands. Marketing Intelligence and Planning, 38(4), 509–522. https://doi.org/10.1108/MIP-10-2018-0440.
-
Napitupulu, R. B., Simanjuntak, T. P., Hutabarat, L., Damanik, H., Harianja, H., Sirait, R. T. M., & Tobing, C. E. R. L. (2021). Buku info penelitian bisnis: Teknik analisis data dengan SPSS, Stata, dan EViews. Mahadenatra.
-
Noventi, M. P., & Thaib, I. (2025). Pengaruh celebrity endorsement dan user-generated content (UGC) terhadap purchase intention produk Avoskin Beauty di Kota Padang dengan brand image sebagai variabel mediasi. Indonesian Journal of Digital Business, 5(1), 223–234. https://doi.org/10.17509/ijdb.v5i1.84645.
-
Paramita, F. (2024). Pengaruh viral marketing, influencer, dan user-generated content terhadap purchase intention produk skincare Skintific pada media sosial TikTok di Mojokerto. Bisman (Bisnis Dan Manajemen): The Journal of Business and Management, 7(3), 619–632. https://doi.org/10.36815/bisman.v7i3.3727.
-
Prabowo, D. S. P., & Aji, H. M. (2021). Visual packaging and perceived emotional value: A study on Islamic branded. The South East Asian Journal of Management, 15(1), 55–71. https://doi.org/10.21002/seam.v15i1.12995.
-
Radzol, A. R. M., Hassan, S., Shalifullizam, I. F. C., & Ismail, N. Z. F. (2024). Aesthetic packaging and purchase intention. International Journal of Art & Design (IJAD), 8(2), 119–125. https://doi.org/10.24191/ijad.v8i2/SI.3700.
-
Saptutyningsih, E., & Setyaningrum, E. (2019). Penelitian kuantitatif: Metode dan alat analisis. Gosyen Publishing.
-
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach. Wiley.
-
Septiarini, E., & Karamang, E. (2023). Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement. Journal of Trends Economics and Accounting Research, 4(2), 338–345. https://doi.org/10.47065/jtear.v4i2.1007.
-
Siregar, N. F., Hartoyo, & Ali, M. M. (2024). Model of forming purchase intention for skincare products through TikTok social media with theory of planned behavior analysis. Jurnal Aplikasi Bisnis Dan Manajemen, 10(2), 479. https://doi.org/10.17358/jabm.10.2.479.
-
Wang, C. (2024). Exposing whether the persons subject to enforcement for trust-breaking constitutes infringement. Proceeding in Humanities, Education and Social Sciences. https://doi.org/10.55092/phess20240005.
-
Wardhana, A. (2024). Perilaku konsumen di era digital. CV Eureka Media Aksara.
-
Wulandari, A. T., Subagyo, & Widodo, Moch. W. (2025). Pengaruh brand image, user-generated content (UGC), dan e-WOM di TikTok terhadap purchase intention produk Somethinc. Simposium Manajemen Dan Bisnis IV, 4, 1037.
-
Yustiani, S. P., & Oesman, I. F. (2024). Consumer purchase intention on Wardah two way cake compact powder products in Bandung City. COSTING: Journal of Economic, Business and Accounting, 7(3). https://doi.org/10.31539/costing.v7i3.7162.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.