Abstract
The purpose of this study was to identify components in UGC on food that impact purchase intention 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 utilized a qualitative research design through interviews, specifically through the use of validated interview questionnaires. Findings reveal that most informants share the same preferences for the UGC components on TikTok which are audio and video can increase purchase intention as well as the information contained in the food reviews. Besides that, they are more influenced by the virality of the food that encourages them to purchase it whether the purchase takes in an online or offline shop.
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