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Journal : Journal Research of Management

Dinamika Kepercayaan Merek Dalam Era UGC : Peran Kualitas Informasi Terhadap Niat Beli Konsumen Digital Ida Ayu Oka Martini; Anak Agung Putu Suryandari
Journal Research of Management Vol. 7 No. 1 (2025): Desember
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51713/jarma.2025.7172

Abstract

This study investigates the impact of User-Generated Content (UGC) on consumer purchase intention by positioning Brand Trust as a mediating variable and Information Quality as a moderating variable. This research is motivated by the digital trust paradox, where the transparency of user-generated content can strengthen consumer trust in a brand, but simultaneously weaken it due to information overload and unverifiability. A quantitative approach was applied through an online survey involving 252 Generation Z respondents who actively use social media and engage with digital content. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) techniques. The findings revealed that UGC has a positive and significant effect on Brand Trust and purchase intention. Furthermore, Brand Trust positively influences purchase intention, emphasizing its psychological role in enhancing consumer trust and minimizing uncertainty in online purchasing decisions. The mediation effect of Brand Trust appears partial, indicating that UGC primarily drives purchase intention directly rather than through trust formation. Meanwhile, Information Quality was not found to significantly moderate the relationship between UGC and Brand Trust, indicating that consumers place more importance on the authenticity and emotional relevance of content than its technical accuracy. Overall, these results highlight that the credibility and social engagement embedded in UGC act as key drivers in building Brand Trust and driving purchase intent in today's digital environment.
Co-Authors A.A.N. Oka Suryadinatha Gorda Adnyana, I Gede Suka Adriati, I Gusti. Ayu Wirati Agus Fredy Maradona AMARTHA, Made Putra Jaya Anak Agung Dwi Widyani Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Putu Suryandari Anak Agung Sagung Dinda Savitri Devi Ananta Wijaya, Gede Tika Antara, Made Ermawan Yoga Apriliathi, Ni Putu Siska Ari, Gede Yona Krisna Armita, I Nyoman Bellinda Octavia, Vania Cintya Dewi, Putu Cremadin, Putu Shata Deby Angraini, Ni Putu Desak Febri Purnama Sari Desak Made Febri Purnama Sari Dewi, Luh Gede Rusmaya Dewi, Ni Luh Ayu Trisna DHARMA, I Nyoman Setia Dimastari, Ni Nyoman Diwya, Ketut Gede Sri Dwinata G, I Made Adhitya Eka Pratama, I Gusti Bagus Agung Cahya Diatmika Elly Sutrisni Fadlilah, Muhammad Arif Galang Aristha, I Dewa Made Gede Sri Darma Gorda, A.A Ngr Oka Suryadinatha Gorda, A.A.A. Ngr Sri Rahayu Gorda, Anak Agung Ngurah Oka Suryadinatha Gusi Putu Lestara Permana Gusti Alit Suputra Handayani, Kadek Handayani, Made I Gede Sanica I Gede Suka Adnyana I Gusti Bagus Udayana I Made Darma Prasada I Made Suidarma I Wayan Artha Pradana I Wayan Septa Wijaya Ida Ayu Intan Swandewi Ida Ayu Iswari Pidada Ida Ayu Parwati Ida Ayu Putu Widani Sugianingrat Ida Ayu Putu Widani Sugianingrat Ida Nyoman Basmantara Ida Nyoman Basmantra Indriastuti, Ratih Jaya, I Ketut Aditya Jaya, I Ketut Wira Dharma Jaya, Putu Primayana Surya Kadek Ayu Maysia Danalia Mas Kadek Pande Widana Putra Kadek Paramitha Mega Widya Dewi Kirana, Ayu Mas Yindu Komang Sri Rahayu Komang Sri Widiantari Krismajayanti, Ni Putu Ari Lestari Widya Lim, Rebecca Kristanti Lingga Aqila Maharani Made Egie Tresna Wismawan Made Pradnya Wulandari Mahyuni, Luh Putu Manik Parasari, Nyoman Sri Manuaba, Ida Bagus Purwa Arsha Mirah, Gusti Ayu Mirandasari, Ni Made Indah Mulyawan, I Putu Agoes Hendriki Ngakan Bagus Prasasta Sudiatmika Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Ketut Karwini Ni Luh Bintang Maha Putri Ni Luh Nadia Eka Yanthi Ni Luh Yogiswari Ananda Laksmi Ni Putu Sintya Paramita Ni Wayan Lasmi NK Jaya NK Jaya, NK Nurul Qomariah Oktavenia, Kadek Ayuk Riska Pandiangan, Predik Parasari, Nyoman Sri Manik Pradipta Arba, Ida Bagus Agung Rama Putra, Kadek Pande Widana Putri, Ni Luh Putu Mahasuri Harnelia Putu Aryantini Sangging Putu Cintya Dewi Raka, Anak Agung Gede Resmini, Komang Tri Resubun, Richard Irianto Ridwan, Wachid Rosmiati, Kadek Ayu Anjani Sagitarini, Ni Km Tri Sukma Sari, Eulis Intan Sari, Putu Ratna Juwita Sarmawa, I Wayan Gde Satria, I Kadek Eko Bayu Sufridayani, Kadek Sukmana, Oktiana Triperani Suputra , Gusti Alit Susanti, Gusti Ayu Komang Viona Ary Suwira, I Wayan Tantra, I Gusti Lanang Putu Tiara Dewi, Ni Kadek Ajus Vinco, Yeo Wijayanti, Ni Kadek Wiwin Asrya Wirajaya, Anak Agung Ngurah Mayun Wirsa, I Nengah Wulansari, Ida Ayu Komang Yudiari, Luh Gede Ervina Asri yuliaratih, kadek ayu silvia