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Putra, Harmanda Berima
Universitas Stikubank
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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.
Co-Authors Alvian, Alvin Amalia, Reza Annisa, Intan Tri Anwar Mansyur Aquinia, Ajeng Arief Himmawan Dwi Nugroho Azzahra, Marceline Diva Berlianda Bambang Sutedjo Bambang Sutejo Chike Amanda Selsa Dinesa Rahmavita Ayu Sukma Feby Rante Limbong Hayuningtias, Kristina Anindita Indra Nur Wicaksana Kodriyah, Laela Kristianti, Saskia Kristina Anindita Hayuningtias Kristina Anindita Hayuningtyas Lutfika Rachmawati Lutfika Rachmawati Mohamad Ridwan Abadi Mutiara Sabila Hudiya Lael Ningsih, Artina Nungki Pradita Nur Rizka Luffiana Nurfatimah, Siti Nuke Pingki Dwi Aprilianingsih Puspitasari, Ratih Ayu Robertus Basiya satria nugraha Silvia, Gina Siska Liana Solly Aryza Sovi Iriyanti Suzy Widyasari Wachid, Ainullah Wisna Rizki Ramadan