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All Journal Jurnal Edukasi dan Penelitian Informatika (JEPIN) Jurnal Agrotek Tropika YUME : Journal of Management Jurnal Mantik MANAJEMEN DEWANTARA eCo-Buss Journal of Enterprise and Development (JED) Enrichment : Journal of Management Journal of Digital Marketing and Halal Industry Ilomata International Journal of Management Jurnal Ekonomi International Journal of Applied Finance and Business Studies JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Educational Management Research Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Joong-Ki
Bintoro Bagus Purmono
Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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The Impact of Firm-Generated and User-Generated Content on Brand Loyalty on TikTok: The Role of Trust and Engagement Burhan; Erna Listiana; Bintoro Bagus Purmono; Nur Afifah; Harry Setiawan
Ilomata International Journal of Management Vol. 6 No. 2 (2025): April 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i2.1547

Abstract

TikTok, a leading social media platform with Indonesia as the world's second largest user (113 million active users). Speeds successfully utilized TikTok as a digital marketing strategy, recording sales of 12,733 seats with revenue of Rp 648.21 billion. The platform is effective because it facilitates authentic interactions between brands and consumers. This study seeks to analyze the unique effects of firm-generated content (FGC) and user-generated content (UGC) on brand loyalty inside a particular social media platform. This study specifically examines the relationship between FGC and UGC regarding brand loyalty for Speeds items on TikTok, while analyzing the mediating effects of brand trust and social media brand engagement (SMBE). The research has a quantitative design utilizing a survey methodology. A purposive sample of 217 respondents was obtained from active TikTok users. Data analysis was performed with AMOS 22 software and structural equation modeling (SEM). The findings demonstrate that both FGC and UGC significantly affect the development of social media brand engagement, hence enhancing brand loyalty. The mediating influence of brand trust reveals a more complex relationship that requires further examination. These results align with previous research highlighting social media content's crucial role in strengthening consumer-brand relationships, particularly in environments of heightened consumer engagement.
Co-Authors Ahmad Shalahuddin Ahmadi Ahmadi Ahmadi Ana Fitriana Ana Fitriana Angga Oktavianto Anggela Apriliani Anggraini Syahputri Arman Jaya Barkah Burhan Cha Cha Windiati Charli Oliver Cindy Theodora Dela Dela Desthia Natasya Destri Ayu Mulyani Didik M. Nur Haris Elika Rani Endah Mayasari Ensi Rahmayanti Erna Listiana Erna Listiana Euis Etty Alhakim Gadis Meisantika Atmajaya Galang Setiadi Gavin Satria Pangestu Gregoria Cici Anjarwati Harry Setiawan Harry Setiawan Helma Malini Heriyadi Heriyadi Heriyadi Heriyadi Indah Riyani Juniwati Juniwati Juniwati Juniwati Juniwati Khusnul Hairunnisa Lucky Jecilia Jecilia M. Irfani Hendri M. Ridwan Ristyawan Meiliya Anjelita Metasari Kartika Michelle Grace Muhammad Azhar Irwansyah Mustaruddin Mustaruddin Mustarudin Mustarudin Naswa Riantika Nur Afifah Nur Afifah Nurul Komari Pramana Saputra Pramana Saputra Pramana Saputra Rahmadania Ramadania Ramadania Ramadania, Ramadania Ria Sulastri Rianti Ardana Reswari Rizani Ramadhan Roland Franklin ROMI SURADI ME Sandika Utama Siti Alimah Sofia Sunarko Sunarko Tantri Palupi Theo Andriano Titik Rosnani Uni Fardila Uray Ndaru Mustika Wendy Wenny Pebrianti Wenny Pebrianti Yarlina Yacoub