Investigating the Relationship Between User-Generated Content and Purchase Intention: Brand Image as a Mediator

Siti Fatimah Azzahro

Abstract


Digital innovation has expanded the role of consumers in shaping brand image through User-Generated Content (UGC). This study aims to analyze the effect of UGC on purchase intention with brand image as an intermediary variable. Using quantitative methods and questionnaires as data collection instruments, this study involved 130 Gen Z respondents in Malang City who were selected through purposive sampling. The analysis was conducted using Structural Equation Modeling (SEM) with the help of the SmartPLS 3.0 application. The results of the study indicate that UGC has a significant influence on brand image, which in turn increases consumer purchase intention. The more positive UGC created by consumers, the stronger the brand image formed and the resulting purchase intention. This study highlights the importance of marketers implementing UGC strategies to build authentic relationships with consumers, such as through interactive campaigns and online communities. However, this study is limited to a sample of Gen Z in Malang and a cross-sectional approach, so these findings may not be fully generalizable to other demographic groups or regions.


Keywords


User-generated content; Brand image; Purchase intention; Structural equation modeling; Self-explanatory

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References


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DOI: https://doi.org/10.20527/jee.v6i1.13679

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