Social Commerce on TikTok: The Effects of User-Generated Content, Electronic Word-of-Mouth, and Consumer Engagement on Purchase Decisions

Abstract

The rapid growth of TikTok as a social commerce platform has significantly influenced consumer behavior in how they seek information, access product reviews, and make purchasing decisions. This study aims to examine the effects of User-Generated Content (UGC), Electronic Word-of-Mouth (e-WOM), and Consumer Engagement on the purchase decisions of Umayumcha Dimsum consumers. A quantitative research approach was employed, involving 160 respondents who had previously purchased Umayumcha Dimsum products. Data were analyzed using multiple linear regression in SPSS. The findings reveal that both UGC and e-WOM have a positive and significant influence on consumers’ purchase decisions, while consumer engagement demonstrates a negative effect. Simultaneously, the three variables collectively exert a significant impact on purchase decisions. These findings highlight the critical role of digital consumer interactions on TikTok in shaping purchasing behavior within the local culinary industry and provide practical insights for businesses seeking to optimize their social commerce strategies.