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All Journal Journal of Educational Management Research RISK : Jurnal Riset Bisnis dan Ekonomi
Sani, Della Tiara
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Unveiling Overclaiming in User-Generated Content: How It Affects Consumer Trust and Impacts Educational Approaches to Digital Literacy Putri, Liestyaningrum Rahmadhani Wisnu; Sutrisno; Sani, Della Tiara
Journal of Educational Management Research Vol. 4 No. 2 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i2.988

Abstract

This study examines the influence of user-generated content (UGC) authenticity on purchase intention, with consumer trust serving as a mediating variable, and draws parallels to educational management, particularly in digital learning environments. The research highlights how the phenomenon of overclaiming in UGC, especially on platforms like TikTok, raises concerns about authenticity, similar to challenges faced by educational institutions in ensuring the credibility of online content. Using a survey of 103 TikTok users, the study finds that UGC authenticity has a positive influence on consumer trust, which in turn significantly impacts purchase intention. These findings underscore the importance of maintaining authenticity and transparency in content, not only in marketing but also in educational settings, where trust in content is crucial for student engagement, motivation, and academic success. This study provides implications for the importance of authenticity and transparency in digital content in educational management. To increase student trust and engagement, educators must manage authentic information on digital platforms. Additionally, digital curricula should prioritize the development of critical thinking skills and information ethics in students.
The Effect of Endorsement Korean, Brand Trust, and Social Media Marketing on Consumer Trust in Scarlett Products: The Moderating Role of Online Buying Experience Sani, Della Tiara; Putri, Liestyaningrum Rahmadhani Wisnu
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 6 No. 1 (2025): Mei 2025
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v6i1.6356

Abstract

This study aims to determine how online shopping experience affects the relationship between Korean endorsement, brand trust, and social media marketing with consumer trust in scarlett products. This study uses an online survey method with a sample of 200 respondents who have purchased scarlett products online. The results of the study indicate that online shopping experience moderates the relationship between Korean endorsement, brand trust, and social media marketing with consumer trust in scarlett products. This study also found that Korean endorsement, brand trust, and social media marketing have a positive influence on consumer trust in scarlett products. The independent variables studied are Korean Endorsement, Brand Trust, Brand Trust, and the moderating variable is Online Shopping Experience, while the dependent variable is Consumer Trust. Data analysis was carried out with the help of Smart PLS software with a purposive sampling technique. The results of this study can be used as a reference for companies in increasing consumer trust in scarlett products through effective marketing strategies.
Co-Authors Putri, Liestyaningrum Rahmadhani Wisnu SUTRISNO