Brand-Generated Content, User-Generated Content, and Perceived Value as Predictors of Gen Z Purchase Intention toward Skintific in Indonesia

Abstract

This study examines how brand-generated content, user-generated content, and perceived value influence Generation Z purchase intention toward Skintific products in Indonesia. Using a quantitative single cross-sectional survey, data were collected from 306 Generation Z respondents aged 18-29 years who knew Skintific, had interacted with Skintific-related social media content, and had never purchased its products. The reduced direct-effect model retained brand-generated content, user-generated content, utilitarian value, hedonic value, symbolic value, and purchase intention, with age, gender, and income included as control variables. The data were analyzed using PLS-SEM. The measurement model showed satisfactory reliability and validity, while the structural model explained 64.7% of the variance in purchase intention. The findings show that brand-generated content and symbolic value have positive effects on purchase intention. User-generated content, utilitarian value, and hedonic value do not show significant direct effects at the 5% level. Income is the only significant control variable. These findings highlight the importance of official brand communication and symbolic fit in shaping Gen Z purchase intention in the skincare category.