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"Penelitian ini bertujuan untuk menentukan pentingnya User Generated Content(UGC)dalam aspek citra merek, trust, danperanbudaya dalam kaitannya dengan niat pembelian. Existingliteraturditerapkan untuk mencapai pemahaman lebih lanjut terkait pemahaman tentang UGC dalam citra merek, trust, dan peran budaya. Studi ini menerapkan metode penelitian kuantitatif dengan ukuran sampel 108 peserta di Indonesia dan Inggris didistribusikan secara merata pada54 peserta per negara dalam bentuk survei untuk membuktikan kesenjangan penelitian dan,oleh karena itu diskusi diterapkan di bagian temuan. Hasilmenunjukkan bahwa citra merekdan trustmemiliki hubungan positif yang kuat dengan UGC. Sebaliknya, ditemukan bahwabudaya tidak memainkan peran penting dalam cara UGC mempengaruhi niat beli. Berdasarkan hasildiskusi, UGC direkomendasikan sebagai alat komunikasi karena dampaknya untuk berinteraksi dengan konsumen dan kemampuannya untuk mengubah niat konsumen untuk membeli

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The research is aimed at determining the importance of UGC in the aspect of brand image and trust and culture roles in relation to purchase intention. Existing literatures are applied to reach a further in-depth understanding of UGC in brand image, trust, and culture. The study applied a quantitative research method with the sample size of 108 participants in Indonesia and United Kingdom distributed evenly at 54 participants per country in the form of a survey to testify research gaps and, therefore discussion is applied in findings section. The result shows that Brand Image and Trust has a strong positive relationship with UGC. On the contrary, it is found that culture does not play a crucial role in the way UGC affect purchase intention. Derived from the discussions, UGC is recommended as a communication tool due to its impact to interact with consumers and its ability to alter consumers intention to buy."

"Pengguna TikTok di Indonesia semakin berkembang pesat. Pengguna dapat langsung terhubung dengan informasi mengenai produk melalui User-Generated Content (UGC) di TikTok, sehingga dapat menarik perhatian konsumen untuk mengevaluasi produk sebelum melakukan pembelian. Studi ini mengkaji pengaruh sikap pengguna TikTok terhadap UGC terhadap niat pembelian konsumen dengan mengusulkan model untuk menilai pengaruh brand engagement, perceived source credibility, perceived source homophily, perceived benefits, dan information quality sebagai faktor yang mempengaruhi sikap terhadap UGC pada niat pembelian. Penelitian ini menggunakan purposive sampling dari 256 pengguna TikTok di Indonesia yang telah menonton fashion UGC di TikTok. SEM-PLS digunakan untuk melihat hubungan antar variabel. Hasil penelitian ini menemukan bahwa brand engagement, perceived source credibility, perceived source homophily, dan perceived benefits efek positif pada sikap terhadap UGC. Selain itu, sikap terhadap UGC di TikTok memiliki pengaruh yang signifikan dalam mempengaruhi niat membeli konsumen. Hasil penelitian ini memberikan pemahaman yang lebih baik tentang strategi pemasaran digital dengan memeriksa pengaruh sikap konsumen terhadap UGC yang dibagikan di media sosial

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TikTok users in Indonesia are growing rapidly. The users can directly connect with information through User-Generated Content (UGC) in TikTok which can attract consumers' attention to evaluate the product before making purchases. This study examines the effect of TikTok users' attitudes toward UGC on consumer purchase intention by proposing a model to assess the impact on purchase intention and brand engagement, perceived source credibility, perceived source homophily, perceived benefits, and information quality as the ancedentens of attitude toward UGC. This study uses purposive sampling from 256 TikTok users in Indonesia who have watched fashion UGC on TikTok. SEM-PLS was used to see the relationship between variables. The findings imply that brand engagement, perceived source credibility, perceived source homophily, and perceived benefit have a positive effect on attitude toward UGC. Also, attitude toward UGC in TikTok has a significant effect on generating purchase intention. The results provide a better understanding of digital marketing strategy by examining the influence of consumer attitudes toward UGC shared on social media."

"[ABSTRAKFokus dari penelitian ini adalah untuk mengamati faktor-faktor yang secara positifmempengaruhi niat pembelian kembali jasa Go-Jek, dengan menganalisis faktorfaktorseperti citra merek, harga, kepercayaan serta nilai. Dalam riset ini, datadiperoleh dengan menggunakan teknik sample convenience sampling denganpengguna Go-Jek yang berdomisili di area Jabodetabek sebagai sampelnya.Penelitian ini menunjukkan bahwa harga berpengaruh terhadap niat pembeliankembali, harga berpengaruh positif terhadap nilai, harga berpengaruh positifterhadap niat pembelian kembali dimediasi oleh nilai, kepercayaan berpengaruhpositif terhadap nilai, kepercayaan berpengaruh positif terhadap niat pembeliankembali dimediasi oleh nilai, dan nilai berpengaruh positif terhadap niatpembelian kembali. Sementara itu, citra merek tidak berpengaruh terhadap harga,kepercayaan, nilai dan niat pembelian kembali terhadap Go-Jek. Temuan di dalampenelitian ini diharapkan akan bermanfaat untuk penelitian-penelitian berikutnyayang membahas topik ini dan juga menguntungkan bagi perusahaan Go-Jek untukmenilai faktor-faktor yang mungkin mempengaruhi niat pembelian kembaliterhadap layanan Go-Jek.ABSTRACTThis focus of this research is to observe the factors that positively influencesrepurchase intention on Go-Jek by examining several factors namely brand image,price, trust, and value. Convenience sampling was used and the samples are Go-Jek users that reside in Jabodetabek area. This research shows that price positivelyinfluences repurchase intention, price positively influences value, price positivelyinfluences repurchase intention mediated by value, trust positively influencesvalue, trust positively influences repurchase intention mediated by value, andvalue positively influences repurchase intention. Meanwhile brand image does nothave any influence toward price, trust, value, and repurchase intention of Go-Jek.The findings in this research are beneficial for further research regarding this topicand also benefit for Go-Jek company to assess factors that might influenceconsumers? repurchase intention toward their services., This focus of this research is to observe the factors that positively influencesrepurchase intention on Go-Jek by examining several factors namely brand image,price, trust, and value. Convenience sampling was used and the samples are Go-Jek users that reside in Jabodetabek area. This research shows that price positivelyinfluences repurchase intention, price positively influences value, price positivelyinfluences repurchase intention mediated by value, trust positively influencesvalue, trust positively influences repurchase intention mediated by value, andvalue positively influences repurchase intention. Meanwhile brand image does nothave any influence toward price, trust, value, and repurchase intention of Go-Jek.The findings in this research are beneficial for further research regarding this topicand also benefit for Go-Jek company to assess factors that might influenceconsumers’ repurchase intention toward their services.]"

"Seiring dengan perkembangan internet, electronic word of mouth telah menjadi fenomena penting di dunia pemasaran. Penelitian ini bertujuan untuk melihat pengaruh dari electronic word of mouth terhadap citra merek dan niat pembelian pada smartphone samsung juga pengaruh citra merek terhadap niat pembelian smartphone samsung. Responden penelitian ini berjumlah 167 orang yang sedang mencari smartphone dan menyukai browsing di internet. Model penelitian menggunakan 3 hipotesis dan diuji dengan metode analisis structural equation model (SEM). Hasil penelitian menyatakan bahwa electronic word of mouth berpengaruh terhadap citra merek smartphone samsung namun tidak berpengaruh terhadap niat pembelian smartphone samsung dan citra merek berpengaruh terhadap niat pembelian smartphone samsung. Sedangkan pada jurnal penelitian acuan menemukan bahwa electronic word of mouth berpengaruh positif terhadap citra merek dan berpengaruh positif yang kuat terhadap niat pembelian smartphone samsung dan citra merek berpengaruh terhadap niat pembelian smartphone samsung.

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Along with the internet developments, electronic word of mouth had become an important phenomenon in the marketing’s world. This study focus to analyze influence of electronic word of mouth on brand image and purchase intention and also influence of brand image on purhase intention smartphone samsung. Respondents of this study are 167 people who are looking for smartphone and liked browsing on the internet. The tree hypoteses research model in this study are tested with Structural Equation Modelling (SEM).

The results found that electronic word of mouth effect brand image of smartphone samsung but doesn’t effect purchase intention of smartphone samsung and the brand image effect on purhase intention of smartphone samsung. While the research journal reference found that electronic word of mouth had positive effect on brand image and strong positive effect on purchase intention of smartphone samsung and brand image effect on purchase intention of smartphone samsung."

"Penelitian ini bertujuan untuk mengetahui apakah consumer engagement dari suatu platform media sosial dipengaruhi oleh keberadaan User-Generated Content (UGC) di dalamnya. Konsep UGC mencakup berbagai pola di media sosial ketika masing-masing individu memilih untuk mengonsumsi, berkontribusi, atau membat UGC baru. Sampel yang digunakan dalam penelitian ini merupakan pengguna instagram, khususnya milenial dan generasi Z yang berdomisili di Jabodetabek. Terdapat sebanyak 197 responden terkumpul yang menggunakan metode purposive sampling. Kemudian diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Method (PLS-SEM). Hasil penelitian ini menunjukkan efek signifikan dan positif dari UGC pada niat para pengguna Instagram untuk engage dengan platform tersebut, serta pengaruh dari nilai yang dirasakan dari UGC terhadap penggunaannya. Temuan ini memperdalam pemahaman mengenai mekanisme mendasar UGC dalam keterlibatannya dengan consumer engagement di Instagram, sehingga implikasi tersebut dapat digunakan oleh manajer, marketers. UMKM, dan lainnya dalam menentukan metode yang tepat dalam mengembangkan akun Instagram mereka dengan UGC.

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This research aims to determine whether consumer engagement on a social media platform is influenced by the presence of User-Generated Content (UGC) within it. The concept of UGC encompasses various patterns on social media when individuals choose to consume, contribute to, or create new UGC. The sample used in this study consisted of Instagram users, specifically millennials and Generation Z living in Jabodetabek. A total of 197 respondents were collected using purposive sampling method. The data was then processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). The results of this study show a significant and positive effect of UGC on the intention of Instagram users to engage with the platform, as well as the influence of the perceived value of UGC on its usage. These findings deepen the understanding of the fundamental mechanism of UGC in its involvement with consumer engagement on Instagram, so that these implications can be utilized by managers, marketers, SMEs, and others in determining the appropriate methods to develop their Instagram accounts with UGC."

"Dalam beberapa tahun terakhir, penggunaan pemasaran influencer telah meningkat secara eksponensial. Penelitian ini mengadopsi studi terdahulu untuk memahami mekanisme pemasaran influencer yang memengaruhi konsumen melalui media sosial. Dengan mengusulkan model nilai pengaruh media sosial untuk menjelaskan peran nilai iklan dan kredibilitas sumber, penelitian ini mengelola survei daring di antara 270 orang pengguna media sosial yang merupakan Warga Negara Indonesia (WNI) berdomisili di wilayah Indonesia, beragama Islam, dan mengikuti setidaknya selama 6 bulan, 1 atau lebih akun Instagram dan/atau YouTube social media influencer muslim (bukan selebriti/tokoh publik media tradisional) yang sering mempromosikan produk-produk halal dengan jumlah pengikut minimal 1.000. Hasil pemodelan jalur partial least square (PLS) menunjukkan bahwa nilai keinformatifan dari konten yang dihasilkan influencer, keahlian, sifat dapat dipercaya, dan daya tarik influencer secara positif memengaruhi kepercayaan konsumen pada konten promosi produk halal, yang kemudian memengaruhi kesadaran merek dan niat pembelian.

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In the past few years, the use of influencer marketing has increased exponentially. This study adopts previous studies to understand the influencer marketing mechanism that influences consumers through social media. By proposing a social media influence value model to explain the role of message value and source credibility, this research manages an online survey among 270 social media users who are Indonesian citizens who live in Indonesia, are muslims, and have been following for at least 6 months, 1 or more Instagram and/or YouTube account(s) of muslim social media influencers (not celebrities/public figures from traditional medias) who often promote halal products with a minimum number of followers of 1.000. The results of partial least square (PLS) path modeling show that the informativeness value of the content produced by influencers, expertise, trustworthiness, and attractiveness of influencers positively influence consumer trust towards halal product promotional content, which then influences brand awareness and purchase intention."

"ABSTRAKPenelitian ini melihat dampak dari store environment terhadap brand image yang kemudian akan mempengaruhi kepercayaan konsumen terhadap merek. Store environment terbentuk dari tiga dimensi yang membentuk satu kesatuan, yaitu ambient condition, space/function, dan signs symbol display. Pengambilan data dilakukan dengan penyebaran kuesioner kepada 150 konsumen yang pernah mengunjungi satu atau lebih toko ritel fashion merek multinasional. Data diolah menggunakan SEM dan menemukan hasil bahwa dimensi pembentuk store environment tidak dirasakan secara sama besar oleh konsumen. Space/function memberi pengaruh yang positif dan signifikan terhadap store environment namun ambient condition dan signs symbol display tidak memiliki pengaruh terhadap store environment. Store environment sendiri memiliki pengaruh yang positif dan signifikan terhadap citra akan merek dan semakin baik citra terhadap merek, semakin baik pula kepercayaan konsumen terhadap merek tersebut.

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ABSTRACTThe intention of this research is to see the impact of store environment towards brand image that will influence the trust consumer had towards the brand. Store environment is built from three dimensions, which is ambient condition, space and function, and signs symbol display. These three dimensions create one holistic environment. The data collection for this research was founded by spreading questionnaires to 150 consumers who visited at least one fashion retail store with multinational brand. Data analysis has been processed by using SEM and the result of this process tell that the dimensions that built store environment don 39 t be felt equally by consumers. Space and function give positive and significant impact toward store environment but ambient condition and signs symbol display don rsquo t give any impact toward store environment. The store environment itself gives positive and significant impact toward brand image and the better the brand image, the better the trust towards the brand. "

"Penelitian ini membahas seberapa besar pengaruh perceived homophily dan kredibilitas user-generated content terhadap purchase intention konsumen pada merek fashion lokal Indonesia melalui perspektif attitude towards UGC. Pendekatan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan responden yakni pengguna aktif media sosial TikTok yang mengikuti akun @mmivia, sehingga dapat dikatakan responden pernah menonton maupun melihat video UGC yang dibuat oleh akun tersebut. Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur untuk membuktikan adanya hubungan dari perceived homophily dan kredibilitas user-generated content terhadap purchase intention baik secara langsung atau melalui mediasidari attitude towards UGC. Hasil penelitian menunjukkan bahwa variabel perceived homophily, source credibility dan attitude towards UGC terbukti secara signifikan berpengaruh langsung terhadap variabel purchase intention. Walaupun attitude towards UGC terbukti memengaruhi purchase intention secara langsung, variabel tersebut tidak memediasi hubungan pengaruh antar variabel lainnya.

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This research studies the measure of influence that perceived homophily and user-generated content credibility have on consumer purchase intentions for local Indonesian fashion brands from the perspective of attitude towards UGC. This study uses a quantitative approach with respondents who are active users of the TikTok social media who follow the account @mmivia, so admittedly those respondents have watched or seen UGC videos made by that account. The data analysis method used is descriptive analysis and path analysis to prove that a relationship exists between perceived homophily and user-generated content credibility on purchase intentions directly or through the mediation of attitudes towards UGC. The results showed that perceived homophily, source credibility, and attitude towards UGC variables have significant direct effect on purchase intention variables. Although attitude toward UGC is proven to have a direct influence on purchase intention, this variable does not mediate the influence relationship between other variables."

"Tujuan dari penelitian ini adalah untuk menguji pengaruh customer involvement on a brand's social media terhadap Purchase Intention, serta variabel mediasi attitude toward the brand's social media. Responden dalam penelitian ini adalah pengguna Instagram dan/atau TikTok berusia 18-34 tahun yang mengetahui dan pernah berinteraksi dengan konten media sosial dari brand kecantikan lokal di Instagram atau TikTok. Data diolah dengan menggunakan metode Partial Least Squares - Structural Equation Modeling (SEM PLS). Temuan penelitian ini menunjukkan bahwa customer involvement on a brand's social media berpengaruh negatif terhadap purchase intention, yang terutama dipengaruhi oleh information quality dari konten yang disediakan. Brand familiarity tidak memiliki dampak signifikan terhadap keterlibatan pelanggan. Selain itu, customer involvement on a brand's social media menghasilkan sikap positif attitude toward the brand's social media page, yang memengaruhi purchase intention di masa mendatang dari merek tersebut.

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The purpose of this study is to examine the impact of customer involvement on a brand's social media on purchase intention, as well as the mediating variables of attitude toward the brand's social media. The participants in this study are 18-34-year-old Instagram and/or TikTok users who are aware of and have interacted with social media content from a local beauty brand on Instagram or TikTok. The data was processed using the Partial Least Squares - Structural Equation Modeling (SEM PLS) method. The findings of this study indicate that customer involvement on a brand's social media has a negative effect on purchase intention, which is primarily influenced by the information quality of the content provided. Brand familiarity has no significant impact on customer involvement. Furthermore, involvement in a brand's social media page resulted in a positive attitude toward the brand's social media page, which influences future purchase intention from the brand."

"Produk sepatu edisi terbatas (limited edition shoes) sebagai variabel independen pada penelitian ini, yang mempengaruhi variabel perceived value, brand trust, dan purchase intention. Variabel LES memiliki dimensi berupa uniqueness, investment, dan self-expression. Sedangkan variabel mediator PV memiliki dimensinya sendiri yaitu emotional, social, dan economical. Desain penelitian yang digunakan untuk penelitian ini adalah descriptive-conclusive dengan metode single cross-sectional. Pengumpulan sampel menggunakan non-probability sampling, dengan 218 responden yang mana berumur 14-35 tahun, berdomisili di Pulau Jawa, dan memiliki sepatu edisi terbatas (limited edition shoes). Pengumpulan survei dilakukan dengan cara via online, menggunakan platform google form, dan metode self-administered questionnaire. Data dari yang sudah terkumpul, akan diolah menggunakan software AMOS 23 IBM SPSS. Hasil penelitian ini menunjukkan bahwa, characteristic limited edition shoes mempengaruhi perceived value, perceived value mempengaruhi brand trust, perceived value mempengaruhi purchase intention, dan brand trust mempengaruhi purchase intention. Terakhir, variabel moderasi scarcity of message meningkatkan frekuensi pengaruh di tiap variabel yang ada.

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Limited edition shoe product (limited edition shoes) as an independent variable in this study, which affects the variable perceived value, brand trust, and purchase intention. The LES variable has dimensions in the form of uniqueness, investment, and self-expression. While the Perceived Value as a mediator variable has its dimensions namely emotional, social, and economical. The research design used for this study was descriptive-conclusive with a single cross-sectional method. The sample collection uses non-probability sampling, with 218 respondents who are 14-35 years old, live in Java and have limited edition shoes. The survey was collected online, using the Google form platform, and the self-administered questionnaire method. Data which has been collected, will be processed using IBM SPSS 23 AMOS software. The results of this study indicate that characteristic limited edition shoes affect perceived value, perceived value affects brand trust, perceived value affects purchase intention, and brand trust affects purchase intention. Finally, the scarcity of the message moderation variable increases the frequency of influence on each variable."