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

Penulis

  • 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

Kata Kunci:

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

Abstrak

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.

Unduhan

Data unduhan belum tersedia.

Unduhan

Diterbitkan

2024-08-05

Cara Mengutip

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

Terbitan

Vol 6 No 8 (2024): RESLAJ: Religion Education Social Laa Roiba Journal 

Bagian

Articles

Lisensi

Hak Cipta (c) 2024 Reslaj: Religion Education Social Laa Roiba Journal

Creative Commons License

Artikel ini berlisensi Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.