Dampak User-Generated Content Terhadap Brand Equity  Dalam Membentuk Niat Pembelian Pada Brand  Makanan Dan Minuman Di Tiktok

Muhamad Abiyyu Zehan Aqila; Muhammad Aqshel Revinzky

Authors

Muhamad Abiyyu Zehan Aqila Universitas Padjadjaran
Muhammad Aqshel Revinzky Universitas Padjadjaran

Keywords:

User-Generated Content, Brand Equity, Niat Pembelian, Brand makanan dan minuman di TikTok

Abstract

Pesatnya penggunaan media sosial mengharuskan para pelaku brand makanan dan minuman di Indonesia untuk beradaptasi dengan melakukan pemasaran di TikTok. Di waktu yang bersamaan, terjadi influencer fatigue dimana penguna media sosial merasa jenuh dengan kemunculan influencer dan User-Generated Content dianggap menjadi solusi atas fenomena tersebut. Dengan begitu, penelitian ini bertujuan untuk melihat dampak user-generated content terhadap brand equity dalam membentuk niat pembelian. Penelitian ini mengadopsi metode kuantitatif dengan menganalisis data primer dari 104 responden yang diperoleh melalui penyebaran kuesioner secara online. Data yang sudah terkumpul kemudian dianalisis dengan menggunakan metode Partial Least Square - Structural Equation Modeling (PLS-SEM). Hasil analisis menemukan bahwa user-generated content berpengaruh positif dan signifikan terhadap brand equity, serta brand equity memengaruhi niat pembelian secara signifikan. Namun, pengaruh langsung user-generated content terhadap niat pembelian tidak signifikan, sehingga hipotesisnya ditolak. Hal ini menunjukkan bahwa user-generated content memengaruhi niat pembelian secara tidak langsung melalui brand equity sebagai mediator

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