Article Per Year (5 Year)
p-Index From 2020 - 2025
6.101
P-Index
This Author published in this journals
All Journal Buletin Studi Ekonomi Jurnal Ekonomi Kuantitatif Terapan E-Jurnal Manajemen Universitas Udayana Journal of Rural Indonesia Jurnal Administrasi Kesehatan Indonesia Ganaya: Jurnal Ilmu Sosial dan Humaniora JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Sketsa Bisnis International Journal of Social Science and Business OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Mantik Jurnal Manajemen Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Dinasti International Journal of Education Management and Social Science Enrichment : Journal of Management Prospek: Jurnal Manajemen dan Bisnis Jurnal Bali Membangun Bali Jurnal Pengabdian kepada Masyarakat Nusantara Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Applied Management and Accounting Science (JAMAS) Forum Bisnis dan Kewirausahaan TIERS Information Technology Journal Jurnal Bina Bangsa Ekonomika Wiga : Jurnal Penelitian Ilmu Ekonomi Parta: Jurnal Pengabdian Kepada Masyarakat CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Journal of Innovation Research and Knowledge Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies Journal of Business on Hospitality and Tourism Jurnal Penelitian Pendidikan Indonesia
Ni Putu Nina Eka Lestari
Universitas Pendidikan Nasional
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Public Health Social Sciences Transportation Other

Published : 45 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Gemilang: Jurnal Manajemen dan Akuntansi

 1 
Brand Trust Sebagai Mediasi User-Generated Content dan Influencer Marketing Terhadap Brand Equity Six Letters Coffee Putu Viona Nita Putri; I Gusti Ngurah Oka Ariwangsa; Ida Bagus Raka Suardana; Ni Putu Nina Eka Lestari
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 6 No. 1 (2026): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v6i1.3408

Abstract

This study aims to analyze the brand trust in the relationship between user-generated content (UGC) and influencer marketing on brand equity at Six Letters Coffee, a local MSME located in Gianyar, Bali. The research is motivated by the limited digital engagement among MSMEs, particularly in optimizing authentic consumer content and influencer collaboration to strengthen brand value. Grounded in the Theory of Planned Behavior (TPB), this study examines how consumers’ attitudes and trust are shaped through digital interactions that influence brand perception. A quantitative approach was employed using purposive sampling, involving 160 respondents who actively engage with Six Letters Coffee’s social media content. Data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that UGC has a positive and significant effect on both brand trust and brand equity, while influencer marketing significantly affects brand equity but not brand trust. Moreover, brand trust exerts a significant mediating effect between UGC and brand equity, yet fails to mediate the relationship between influencer marketing and brand equity. These results emphasize that authentic consumer-generated content plays a more crucial role than influencer endorsement in fostering trust and strengthening brand equity. This research contributes to the development of digital marketing strategies for MSMEs, highlighting the importance of trust-based engagement in building sustainable brand value.
Co-Authors A.A.N. Oka Suryadinatha Gorda Alit Sumantri Anak Agung Ayu Ngurah Tini Rusmini Gorda Anak Agung Gde Agung Angga Atmaja Anak Agung Ngurah Eddy Supriyadinata Gorda Anggada Hardoyogi Tampubolon Budi Yanto, Budi Desak Made Sukarnasih Diantini Suwena Dwisuardinata, Ida Bagus Nyoman Gde Sri Darma Gede Parama Putra Sukadana, Putu Gede Sri Darma Gorda, A.A.A. Ngr Sri Rahayu I Dewa Ketut Gede Prabawa I G. N. Oka Ariwangsa I Gede Eka Sanjaya Harta I Gusti Ayu Ary Ratih I Gusti Ayu Ary Ratih I Gusti Ngurah Widya Hadi Saputra I Kadek Ery Pradnyantara I Kadek Rahyudi Sukarta I Ketut Sudama I Made Chandra Mandira I Made Gita Rivaldo I Made Suidarma I Nyoman Arta Yasa I Nyoman Rasmen Adi I Nyoman Sunarta I Nyoman Taun I Putu David Aritona Ida Bagus Nyoman Dwisuardinata Ida Bagus Raka Suardana Ida Bagus Teddy Prianthara Jyotisanta, Gde A. Prabhawatya Ketut Pramaini Komang Widhya Sedana Putra P Made Kembar Sri Budhi Made Mulyadi Made Nidya Lestari Karma Manuaba, Ida Bagus Agung Andi Bhisma Ni Kadek Suryani Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Luh Sri Wulantari Dewi Ni Nyoman Reni Suasih Ni Putu Ayu Ira Rianti Ni Putu Desy Widiari Ni Putu Dian Puspana Dewi Ni Putu Nina Wartika Dewi Ni Wayan Lasmi Ni Wayan Yuli Yudianti Nuraga, Ketut Nyoman Djinar Setiawina Parasari, Nyoman Sri Manik Permana, Kadek Bagus Putra Prawitasari, Putu Putri Putu Bagus Wedanta Prasetia Putu Eka Artha Pratama Putra Putu Galih Jananuraga Putu Sri Arta Jaya Kusuma Putu Viona Nita Putri Rahayu, Ni Putu Febri Lintang Ratih, I Gusti Ayu Ary Sagung Sanjani Bintang Prastiti Satya Dewi, Putu Akila Chandra Setianingsih, Made Apriani Sumantri, Alit Supriyadinatha G, A A Ngr. Eddy Suryadinatha G, A A Ngr. Oka Wijaksana, I Gede Nelza Wijaya, Gede Crisna Wulandari, Gusti Putu Mutia