ARTICLE
TITLE

PENGARUH KONTEN BUATAN PENGGUNA (UGC) DAN KONTEN BUATAN PERUSAHAAN (FGC) TERHADAP LOYALITAS MEREK SMARTPHONE DI INDONESIA DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI [THE INFLUENCE OF USER-PRODUCED CONTENT (UGC) AND COMPANY-PRODUCED CONTENT (FGC) ON SMARTPHONE BRAND LOYALTY IN INDONESIA WITH BRAND TRUST AS A MEDIATION VARIABLE]

SUMMARY

This study aims to determine the mediating role of brand trust in the influence of user generated content and firm generated content on smartphone X brand loyalty in Indonesia. In previous studies, there were different results related to the influence of user generated content and firm generated content, so this study was conducted to review these two variables in influencing brand loyalty to the X smartphone brand. Data were collected cross-sectionally using a digitally distributed questionnaire to 175 respondents who are customers of smartphone brand X. Sample selection by purposive sampling. Furthermore, the data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) through the SmartPLS software. This study shows that user generated content (UGC) and firm generated content (FGC) have a positive and significant effect on brand trust and brand loyalty. However, brand trust did not significantly mediate the effect of UGC on brand loyalty, but was able to significantly mediate the effect of FGC on brand loyalty. These results imply that when customers trust a smartphone brand X, this trust is based on promotional content created by smartphone companies which can then increase customer loyalty to that brand.

PAGES
pp. 21 - 34
COLLECTIONS
Economy

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