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All Journal Mount Hope Global Economic Journal VISI SAKTI: Jurnal Industri Kreatif dan Inovatif
Rosmita Purba
Universitas Efarina
Arts Economics, Econometrics & Finance

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The Influence of User-Generated Content (UGC) on Brand Trust and Purchase Intention of Local Fashion Products Jopinus Saragih; Hendri Mayanta; Rosmita Purba
Mount Hope Economic Global Journal Vol. 3 No. 3 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v3i3.1021

Abstract

This study examines the effect of User-Generated Content (UGC) on brand trust and purchase intention for local fashion products in Indonesia. The research is motivated by the rapid growth of the local fashion industry alongside the challenge faced by local brands in building trust when competing with internationally resourced brands. Widely shared UGC on platforms such as Instagram and TikTok is expected to enhance engagement and drive purchase intention through mechanisms including social proof, source credibility, and cognitive/affective value processing. Using a mixed-methods design with a sequential explanatory approach, the study combines a quantitative survey phase with a qualitative phase involving netnography and interviews. The findings indicate that UGC significantly influences both brand trust and purchase intention. Specifically, UGC authenticity increases perceived credibility, which in turn strengthens brand trust; visual quality shapes aesthetic appeal and subsequently affects purchase intention; and social proof impacts purchase intention through normative influence. The effectiveness of UGC is also moderated by product involvement, platform type, and cultural relevance. The study further develops the Fashion Local UGC Impact Model (FLUIM), integrating UGC characteristics, creator attributes, platform dynamics, processing mechanisms, and outcomes in the form of trust and purchase intention. Practical implications are provided to help local fashion brands leverage UGC strategies that balance authenticity and quality, strengthen cultural relevance, and build engaged communities.
PENINGKATAN EFISIENSI LAYANAN SEKOLAH DASAR NEGERI VIA REDESIGN PROSES ADMINISTRASI ORANG TUA SISWA Jopinus Saragih; Hendri Mayanta; Rosmita Purba
Jurnal Industri Kreatif dan Inovatif Vol. 3 No. 2 (2025): Pengembangan Komunikasi Visual dan Komunikasi Digital
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/visisakti.v3i2.1029

Abstract

This Community Service Program (PKM) activity aims to improve the efficiency of administrative services for parents of students in public elementary schools through redesigning the main service processes (e.g., registration/re-registration, committee payments/contributions, processing of certificates, report card collection, transfer applications, and complaints). Common problems encountered were long waiting times during peak hours, inconsistent requirements information, repeated form completion, multiple approval flows, and difficult-to-track document archives. Interventions were carried out by mapping the as-is process, measuring service time, identifying waste, designing the to-be process (simplifying steps, standardizing forms, communication channels, and scheduling services), developing SOPs and document templates, and conducting implementation trials. Evaluation was carried out by comparing the KPIs before and after: waiting time, processing time, number of steps, error/rework rate, and parent satisfaction. The outputs were a new process map, service SOPs, a standardized form package, and a simple monitoring dashboard for sustainability.
Co-Authors Hendri Mayanta Jopinus Saragih