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All Journal Jurnal Bisnis dan Ekonomi Equilibrium Proceeding SENDI_U Jurnal Ilmiah Universitas Batanghari Jambi SEIKO : Journal of Management & Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Economics and Digital Business Review Jurnal Manajemen Bisnis dan Keuangan Jurnal Ilmiah Wahana Pendidikan PROFICIO: Jurnal Pengabdian Masyarakat Journal of Business Studies and Management Review El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER Journal of Ekonomics, Finance, and Management Studies
Aquinia, Ajeng
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EXPLORING THE DIFFERENTIAL IMPACT OF VARIOUS USER-GENERATED CONTENT TYPES ON PURCHASE INTENTION THROUGH AWARENESS Aquinia, Ajeng; Sutedjo, Bambang; Widyasari, Suzy; Hayuningtias, Kristina Anindita; Putra, Harmanda Berima
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.49848

Abstract

This study investigates the role of brand awareness as a mediating variable between user generated content (UGC) and purchase intention among generation z consumers of local beauty brands. Employing a quantitative research design, data were collected from 206 respondents through online questionnaire and analyzed using partial least squares structural equation modeling (pls-sem). The measurement model shows high reliability and validity across all constructs, confirming the robustness of the data. The findings reveal that UGC has significant positive effect on both brand awareness and purchase intention, while brand awareness also positively influences purchase intention. Furthermore, the analysis confirms that brand awareness partially mediates the relationship between UGC on consumer behavior is strengthened through enhanced brand recognition and familiarity. these result highlights the crucial role of UGC in shaping consumer perception and purchase decision within the digital beauty market. The study highlights that generations Z consumers who are highly engaged with social media, respond more positively to authentic peer generated content than to traditional advertising. Therefore, local beauty brands are encouraged to utilize UGC-based marketing strategies to build stronger brand awareness and foster higher purchase intention among their target audience.
Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Customer Experience Terhadap Repurchase Intention Produk Make Over Shifa Nur Aini; Ajeng Aquinia
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.8548

Abstract

This study examines how the influence of Social Media Marketing, Electronic Word Of Mouth, and Customer Experience affects Repurchase Intention of Make Over products. Using a quantitative approach used in this study with a non-probability sampling method and purposive sampling technique involving 100 respondents who are active Make Over consumers through TikTok social media based on certain criteria. Data were collected through online questionnaires with a Likert measurement scale. Where the results of this study are in the form of numbers processed using SPSS software with validity, reliability, multiple linear regression, and t-test and f-test. The results of the study show that Social Media Marketing, Electronic Word Of Mouth, and Customer Experience have a simultaneous and significant influence on Repurchase Intention. These findings indicate that digital marketing strategies through social media, recommendations from other consumers, and positive customer experiences play an important role in encouraging consumer repurchase intentions for Make Over products. This study provides strategic implications for companies in designing digital-based marketing strategies to maintain customer loyalty.
Co-Authors Ali Maskur Bambang Sutedjo Bogy Febriatmoko Dian Kristiawan Nugroho Euis Soliha Fitika Andraini Fransiska Fransiska Gebrina Ika Wahyuningtyas Hardiyanti, Widhian Harefa, Mikhael Adika Daneslan Hayuningtias, Kristina Anindita Kasmari . Kristina Anindita Hayuningtias Lie Liana . M Yusuf Asrofi Maria Goreti Kentris Indarti Muhammad Farid Ardiansyah Novita Mariana Puspita Sari, Ery Adelia Putra, Harmanda Berima Putri, Rishmawati Rahma Rachmawati Meita Oktaviani Samuel Rivaldi Lokananta Sari, Annissa Ganda Shifa Nur Aini Susetya, Ericka Trima Suzy Widyasari Wahyu Muji Lestari