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All Journal Equator Journal of Management and Entrepreneurship eCo-Buss Management Studies and Entrepreneurship Journal (MSEJ) Ilomata International Journal of Management JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Journal of Educational Management Research
Erna Listiana
Universitas Tanjungpura
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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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 Adhinda Dwi Oprilyani Ahmadi Ahmadi Ahmadi Ana Fitriana Anzil Saputri Barkah Barkah Barkah Belinda Putri Widyaningrum Bintoro Bagus Purmono Bony Fasius Burhan Fauzan, Rizky Giriati Harry Setiawan Hasanudin Helma Malini Herlan Herlan Ima Kumala Safmi Juniwati Juniwati Kasimun Kasimun Khofifah Rahmania Lokahita Regina Pramesti M. Irfani Hendri Markel Yosa Martoyo Meisa Mustaruddin Mustaruddin Nadira Jasmine Elpasha Nur Afifah Nurul Komari Rizki Zulfi Akbari Roro Ayu Rahmadhani Seiko Manito Shifa Aprilliani Syahbandi Tanti Yulianingsih Terensia Tobing Veneranda Baby Viola Tio Waldi Wendy Wenny Pebrianti