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"ABSTRAK

Sebagai konsumen, tak jarang kita menemukan produk yang telah habis terjual (sold out, stock out, out of stock) masih dipasang dalam konteks pembelian. Ge, Messinger, dan Li (2009) menemukan bahwa produk sold out memberikan persepsi bahwa produk tersebut dinilai baik oleh orang lain sehingga turut meningkatkan penilaian konsumen. Ge dkk (2009) menyebut proses ini sebagai informational cascades, yang dalam ilmu psikologi lebih familiar disebut social proof. Penilaian baik akan produk sold out tersebut akan berpengaruh positif terhadap alternatif yang masih tersedia sehingga mendorong konsumen untuk membeli. Dalam studi ini, penulis memodifikasi eksperimen pertama Ge dkk (2009) untuk melihat apakah produk sold out mempengaruhi konsumen untuk membeli produk sejenis yang tersedia. Produk yang ditawarkan adalah tikar pantai berwarna biru dan hijau, dan pemasangan informasi sold out dilakukan secara counterbalanced. Hasilnya, kehadiran tikar sold out tidak mempengaruhi partisipan untuk membeli tikar sejenis yang masih tersedia. Tikar biru lebih banyak dibeli saat ditawarkan sendiri, χ2 (1, n = 66) = 9.82, p < .05, sementara pembelian tikar hijau tidak jauh berbeda saat ditawarkan sendiri ataupun saat ada tikar biru sold out, χ2 (1, n = 66) = 0.58, p = .45). Penulis menduga bahwa preferensi terhadap desain dan warna produk lebih kuat daripada produk sold out dalam mempengaruhi pilihan konsumen

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ABSTRACT

As consumers, we often find products that have been sold (sold out, stock out, out of stock) were still displayed within the context of the purchase. Ge, Messinger, and Li (2009) found that sold out product gave perception that people judged it as a good product, and in turn increased consumer judgment. Ge et al (2009) called this process as informational cascades, which were more familiar as social proof in psychological study. Good judgment of sold out product then gave positive influence to another available alternatives and prompted consumers to buy. In this study, author modificated the first experiment conducted by Ge et al (2009) to see whether sold out product influenced consumers to buy similar available product. The products offered are blue and green beach mats, and sold out information given was counterbalanced. Result showed that the presence of sold out product did not affect participants to buy similar kind of mat that still available. Blue mat was purchased more when offered alone (χ2 (1, n = 66) = 9.82, p < .05), while the purchase of green mat was not much different when offered alone or when blue mat was sold out (χ2 (1, n = 66) = 0.58, p = .45). Author suspected that the preference for design and color of the product is stronger than sold out product in influencing consumer choice

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"Penelitian ilmiah makin banyak dilakukan terhadap user-generated content (UGC), khususnya terhadap platform media sosial TikTok. Salah satu kategori konten populer di TikTok merupakan konten ulasan makanan. Konsumen makin bergantung pada opini dan pengalaman nyata konsumen lain sebelum memutuskan suatu pembelian. Studi ini bertujuan untuk mengidentifikasi pengaruh user-generated content ulasan makanan di TikTok terhadap niat pembelian konsumen. Jurnal makalah ini berbasis tinjauan literatur yang didasarkan pada Social Proof theory dan perceived credibility. Peneliti menemukan beberapa faktor UGC yang dapat memengaruhi niat pembelian, seperti tiga karakteristik UGC ulasan makanan di TikTok (visual appeal, autentisitas, engagement), persepsi kredibilitas dari UGC terhadap niat pembelian, peran visual dan interaktivitas dalam kredibilitas ulasan makanan, serta aktivitas dan interaksi pengguna terhadap UGC yang secara kolektif memperkuat social proof, hingga akhirnya meningkatkan niat pembelian konsumen. Temuan menunjukkan bahwa karakteristik UGC ulasan makanan di TikTok menjadi bukti sosial dan memengaruhi persepsi kredibilitas yang berpengaruh secara positif terhadap niat pembelian konsumen. Studi selanjutnya disarankan untuk mendalami perspektif, konsep-teori, dan fokus lain dalam mengkaji user-generated content terhadap variabel lain.

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Scientific research is increasingly being conducted on user-generated content (UGC), especially on the TikTok social media platform. One of TikTok's popular content categories is food review content. Consumers increasingly rely on the opinions and real experiences of other consumers before deciding on a purchase. This study aims to identify the influence of user-generated food review content on TikTok on consumer purchase intentions. This paper journal is based on a literature review that is based on Social Proof theory and perceived credibility. Researchers found several UGC factors that can influence purchase intentions, such as three characteristics of UGC food reviews on TikTok (visual appeal, authenticity, engagement), perceived credibility of UGC on purchase intentions, the role of visuals and interactivity in the credibility of food reviews, and user activity and interaction with UGC that collectively strengthen social proof, ultimately increasing consumer purchase intentions. The findings show that the characteristics of UGC food reviews on TikTok serve as social proof and influence perceived credibility which has a positive effect on consumer purchase intentions. Further studies are suggested to explore other perspectives, concepts-theories, and focus on examining user-generated content against other variables."