The Impact of User Generated Content on Food Purchase Intention Through TikTok Platform

The purpose of this study was to identify components in User Generated Content (UGC)on foodsthat impact purchaseintention among TikTok users. Purposive sampling was used, which included 5 females from New Media Communications programme, aged 23-24 years old as informants. This study utilised a qualitative research design through interviews, where the use of questionnairesrelated to identifyingcomponents in UGC on foods that can im-pact purchase intention among TikTok usersand how does the TikTok user's behaviour based on the specific components implemented in UGC. Findings revealedthat most inform-ants share the same preferences for the UGC components on TikTok which are audio and videothat can increase purchase intention as well as the information deliveredin the food reviews. Study also shows thereare more influenced by the virality of the food that encour-ages them to purchase it whether the purchase takes place through online or offline shop.