User-Generated Content and Viral Marketing Effects on Purchase Intention: The Moderating Role of Product Knowledge among Gen Z

Christine Christine; Arlina Nurbaity Lubis; Beby Karina Fawzeea Sembiring

doi:10.55927/fjmr.v4i6.284

Authors

Christine Christine Universitas Sumatera Utara
Arlina Nurbaity Lubis Universitas Sumatera Utara
Beby Karina Fawzeea Sembiring Universitas Sumatera Utara

DOI:

https://doi.org/10.55927/fjmr.v4i6.284

Keywords:

User Generated Content, Viral Marketing, Product Knowledge, Purchase Intention

Abstract

In the digital era, social media marketing plays a vital role in shaping consumer behavior, especially among Generation Z, known for high digital literacy and content-driven preferences. This study examines the impact of user-generated content and viral marketing on the purchase intention of the local beauty brand Emina, with product knowledge as a moderating factor. Using an associative, quantitative approach, data were collected from 175 Gen Z consumers in Medan through purposive sampling. Respondents were aged 15–24, active on social media, and past Emina product users. Structural Equation Modeling (SEM) analysis revealed that both user-generated content and viral marketing significantly enhance purchase intention. Additionally, product knowledge positively moderates these effects on purchase intention.

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