Pengaruh User Generated Content terhadap Niat Pembelian oleh Konsumen Melalui Channel GadgetIn

Yoga Adi Wijaya; Erlita Ridanasti

doi:10.47467/reslaj.v6i8.4498

Pengaruh User Generated Content terhadap Niat Pembelian oleh Konsumen Melalui Channel GadgetIn

Authors

Yoga Adi Wijaya Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia, Yogyakarta
Erlita Ridanasti Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia, Yogyakarta

DOI:

https://doi.org/10.47467/reslaj.v6i8.4498

Keywords:

Kredibilitas yang Dirasakan, Kualitas Informasi, Keterlibatan Merek, Kepercayaan, Sikap terhadap UGC, Niat Pembelian

Abstract

This research aims to analyze the influence of perceived credibility, information quality, brand involvement, and trust on purchase intentions with attitudes towards UGC as a mediating variable. Using a quantitative approach, questionnaires were distributed to 150 YouTube application users in Indonesia who knew the GadgetIn channel and were interested in buying a smartphone. Data analysis was carried out with PLS-SEM using SmartPLS 4.1.0.6 software. The findings show that information quality and trustworthiness have a positive and significant influence on attitudes towards UGC, while perceived credibility and brand engagement do not show a significant influence. In addition, attitudes towards UGC have a positive and significant effect on purchase intentions.

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Published

2024-08-05

How to Cite

Yoga Adi Wijaya, & Erlita Ridanasti. (2024). Pengaruh User Generated Content terhadap Niat Pembelian oleh Konsumen Melalui Channel GadgetIn. Reslaj: Religion Education Social Laa Roiba Journal, 6(8), 4259 –. https://doi.org/10.47467/reslaj.v6i8.4498