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All Journal MAJALAH ILMIAH WIDYA Journal of Governance International Journal of Artificial Intelligence Research Sains Manajemen:Jurnal Manajemen UNSERA International Journal of Supply Chain Management Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Mantik Sebelas Maret Business Review Best Journal (Biology Education, Sains and Technology) Enrichment : Journal of Management PINISI Discretion Review Cakrawala Repositori Imwi Nusantara Hasana Journal Komitmen : Jurnal Ilmiah Manajemen Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) EKONOMIKA45 Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Economics (IJEC) Return : Study of Management, Economic and Bussines Mamangan Social Science Journal Journal of Artificial Intelligence and Digital Business Jurnal Dinamika Akuntansi dan Bisnis (JDAB) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) International Journal of Management Research and Economics Journal of Business Management and Economic Development Mount Hope Global Economic Journal JUPARITA: Jurnal Pariwisata Tawangmangu VISI SAKTI: Jurnal Industri Kreatif dan Inovatif International Journal of Teaching and Learning (INJOTEL) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Jopinus Saragih
Universitas Efarina
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Public Health Social Sciences Transportation Other

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Journal : mount hope global economic journal

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The Influence of User-Generated Content (UGC) on Brand Trust and Purchase Intention of Local Fashion Products Jopinus Saragih; Hendri Mayanta; Rosmita Purba
Mount Hope Economic Global Journal Vol. 3 No. 3 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v3i3.1021

Abstract

This study examines the effect of User-Generated Content (UGC) on brand trust and purchase intention for local fashion products in Indonesia. The research is motivated by the rapid growth of the local fashion industry alongside the challenge faced by local brands in building trust when competing with internationally resourced brands. Widely shared UGC on platforms such as Instagram and TikTok is expected to enhance engagement and drive purchase intention through mechanisms including social proof, source credibility, and cognitive/affective value processing. Using a mixed-methods design with a sequential explanatory approach, the study combines a quantitative survey phase with a qualitative phase involving netnography and interviews. The findings indicate that UGC significantly influences both brand trust and purchase intention. Specifically, UGC authenticity increases perceived credibility, which in turn strengthens brand trust; visual quality shapes aesthetic appeal and subsequently affects purchase intention; and social proof impacts purchase intention through normative influence. The effectiveness of UGC is also moderated by product involvement, platform type, and cultural relevance. The study further develops the Fashion Local UGC Impact Model (FLUIM), integrating UGC characteristics, creator attributes, platform dynamics, processing mechanisms, and outcomes in the form of trust and purchase intention. Practical implications are provided to help local fashion brands leverage UGC strategies that balance authenticity and quality, strengthen cultural relevance, and build engaged communities.
Co-Authors Adrian K Tarigan Adrian K. Tarigan Alamin, Ahmad Jet Andrian K Tarigan Bahmani Oskooee, Mohsen Butar-butar, Diana Florenta Cui, Zhenyu Dangel, Jonathan Demak Manik Demsi Aningsah Diana Florenta Butar – Butar Diny Afrya Pardede Florenta Butar-Butar, Diana Frida Silalahi, Elba G. Maffett, Mark Hadi Panjaitan Hadi Panjaitan Hendri Mayanta Hendri Mayanta Tarigan Hendri Mayanta Tarigan Idayanti Adelina Silalahi Irenes Tesya Sinaga Joel Fernando Sirait Jumadiah Wardati Jumadiah Wardati K Tarigan, Adrian Margono Margono Margono Mayanta Tariga, Hendri Mayanta Tarigan, Hendri Mayanta Tarigar, Hendri Mhd Ramadhan Nanda Rianty Pardede Nurmala Nurul Syahfitri Oktora Jubileus Sinambela Pandinata, Benny Sofian Panjaitan, Hadi Pinondang Hotria Siregar Pratama, Ikbar Purba, Yeni Trisna Reno Triwan Padang Ricard Fredik Marpaung Rosmita Purba Ruth Valentina Br Sembiring Setiawan, Ben Supriatna, Ucu Tarigan, Adrian Tarigan, Hendri Mayanta Wardati, Jumaidah Wooton, Ian Yunardi Zendrato, Ferawati Zhou, Weihuan