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Ana Ramadhayanti
Universitas Bina Sarana Informatika
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh User-Generated Content dan Estetika Visual terhadap Brand Awareness Fashion Lokal Ramadhayanti, Ana
Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 10 No. 1 (2026): April 2026
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/ecodemica.v10i1.11370

Abstract

This research seeks to examine the impact of User-Generated Content (UGC) and Visual Aesthetics on the Brand Awareness of local fashion products in online marketplaces, concentrating on the inhabitants of Koja, North Jakarta. The swift expansion of e-commerce has rendered digital aspects, like user-generated content and visual appeal, vital components in influencing consumer brand perceptions. It is thought that strong brand recognition assists local brands in competing against global products that lead the online market. This research utilized a quantitative survey method. A survey was given to 100 participants chosen through purposive sampling. The questionnaires were utilized to choose participants based on these criteria: living in Koja, aged 18 to 40, and having bought local fashion items via online marketplaces in the last six months. The data analysis utilized multiple linear regression via SPSS version 25, starting with tests for validity, reliability, and classical assumptions. The findings show that both UGC and Visual Aesthetics positively and significantly influence Brand Awareness. UGC enhances consumer trust in the brand by providing genuine, relevant, and engaging content. In the meantime, visual aesthetics significantly contribute to improving visual attractiveness, design uniformity, and consumer awareness and memory of a brand. At the same time, these two independent variables accounted for 61.2% of the increase in brand awareness for local fashion products. These results validate that combining UGC with visual appeal is a successful approach to enhancing brand recognition. Consequently, regional fashion companies are encouraged to enhance user-generated content while preserving the visual appeal of their products in the market.
Co-Authors Adhi Farhan Aditiya Suharyadi Agni Isador Harsapranata Alfiana, Devi Amanda Sevani Angelica Aris Hidayat Aris Hidayat Aris Hidayat Dewi Astuti Dewi Astuti Dewi Astuti Dhuha Safria Dwi Aprilyani Erika Robekca Panjaitan Gillang Pradana Putra Irvan Dwi Cahyo Joko Ariawan Juniarsih, Angelia Loeky Alamsah Muhammad Rafi Nada, Febyola Nurhidayati Nurhidayati NURUL AZIZAH Nurvi Oktiani Rini Martiwi Suci Widha Ramadhanti Taat Kuspriyono Tomy Rohmat Ardiyanto Usran Masahere Yoseph Tajul Arifin Yudha Julio Masdha Yulia Riani