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All Journal Semantik MEDIA EKONOMI & TEKNOLOGI INFORMASI Media Ekonomi dan Manajemen Jurnal Penelitian Ekonomi dan Bisnis MEDIA Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal EMT KITA SEIKO : Journal of Management & Business YUME : Journal of Management Revitalisasi : Jurnal Ilmu Manajemen Abdimasku : Jurnal Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat Wasana Nyata Jurnal Pengabdian Mandiri Jurnal Manajemen dan Dinamika Bisnis Innovative: Journal Of Social Science Research WASANA NYATA El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER Journal of Ekonomics, Finance, and Management Studies Jurnal Cendekia Ilmiah
Yohan Wismantoro
Fakultas Ekonomi Dan Bisnis, Universitas Dian Nuswantoro, Semarang
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary Other

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Perbandingan Efektivitas User Generated Content (UGC) dan Firm Generated Content (FGC) terhadap Brand Loyalty melalui Brand Trust pada Produk Yamaha NMAX di Instagram Nega Avy Wicaksono; Ida Farida; Yohan Wismantoro; Guruh Taufan Hariyadi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 7 (2026): 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.v7i7.12211

Abstract

This study aims to analyze the influence of User Generated Content (UGC) and Firm Generated Content (FGC) on Brand Loyalty with Brand Trust as a mediating variable, while comparing the relative effectiveness of both types of content on the Yamaha NMAX product. A quantitative approach with an explanatory-comparative design was applied through a survey method on 145 respondents selected by purposive sampling from among active Yamaha NMAX users on Instagram. Data were analyzed using PLS-SEM assisted by SmartPLS. The test results revealed that UGC has a significant positive effect on Brand Trust, but is not proven to have a direct effect on Brand Loyalty. Conversely, FGC has a significant positive effect on both, both Brand Trust and Brand Loyalty. Brand Trust is also confirmed as a significant predictor of Brand Loyalty. The mediation analysis resulted in the finding that Brand Trust fully mediates the UGC path to Brand Loyalty, while partial mediation occurs in the FGC path. Comparatively, FGC has proven to be superior in driving Brand Trust and Brand Loyalty directly, while UGC contributes through indirect channels by first building consumer trust as a prerequisite for loyalty.
Co-Authors Amalia Nur Chasanah Amron Amron, Amron Awanis Linati Haziroh Cahya, Handy Nur Davka, Fahmi Naufal Desy Herma Fauza Dian Indriana Hapsari Diana Aqmala Diana Puspitasari Febrianur Ibnu Fitroh Sukono Putra Ghifari, Lafiandrie Al Guruh Taufan Hariyadi Hertiana Ikasari Hidayat, Rafli Wahyu Ida Farida Ida Farida Imam Nuryanto Imang Dapit Pamungkas Lestari, Meti Mahmud Mahmud Masitha Fahmi Wardhani Nanda Adhi Purusa Nega Avy Wicaksono Piji Pakarti Pradana Jati Kusuma Puspita Sari, Rizki Rindang Nurtantio Swasono Roymon Panjaitan Setiawan, Aries Simarmata, Okta Naomilyanika Susilowati, MG Westri Kekalih Syafa'at, Andi Syamsul Arifin Taufan H, Guruh TBP, RR Rhadiana Thoriqotul A'iniyah Vernando Satria Wijaya Vincent Didiek Wiet Aryanto Wicaksono, Gesang Bagas Widyatmoko Karis Windari Ayuningthyas, Siska Yuni Nur Maulida