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INDONESIA
Sains: Jurnal Manajemen dan Bisnis
Published by Universitas Sultan Ageng Tirtayasa
ISSN : 19782241     EISSN : 25411047     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
The Journal of Management and Business is a journal containing scientific articles on financial management, marketing management, human resource management, operational management, strategic management, good corporate governance, business, management information systems, organizational behavior, and entrepreneurship.
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Search results for , issue "Vol 18, No 1 (2025)" : 1 Documents clear
Kekuatan Konten dan Engagement: Mampu Membangun Kepercayaan Merek Hingga Keputusan Pembelian Purbohastuti, Arum Wahyuni; Christiyanto, Wenda Wahyu; Lusianingrum, Farah Putri Wenang; Saputra, Galih Ginanjar
Sains: Jurnal Manajemen dan Bisnis Vol 18, No 1 (2025)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jmb.v18i1.36041

Abstract

The purpose of this study is to examine how user-generated content (UGC) and social media engagement (SME) impact purchasing decisions (PD), with Brand Trust (BT) as a mediating variable. The study focuses on social media users who actively engage with brand content. 130 respondents were obtained through an online questionnaire. Data analysis was conducted using WarpPLS 5.0 and the PLS-SEM (Partial Least Squares–Structural Equation Modeling) method. The results show that UGC and SME have a significant influence on BT and PD, and BT also has a significant influence on PD. In addition, this study found that BT partially mediates the relationship between UGC and SME on PD. The study concludes that brand trust is an important factor that bridges consumer engagement in social media and user-generated content in influencing their decision to purchase something.

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