Pengaruh User Generated Content, Brand Image, dan Hedonic Value terhadap Minat Pembelian pada Produk Salted Egg Milea
The Influence of User Generated Content, Brand Image, and Hedonic Value on Purchase Interest in Salted Egg Milea Products
DOI:
https://doi.org/10.33050/tmj.v9i2.2327Abstrak
Penelitian ini bertujuan untuk menguji pengaruh dari tiga faktor utama User Generated Content (UGC), Brand Image, dan Hedonic Value pada terhadap Purchase Intention konsumen terhadap produk Salted Egg Milea. Dalam era digital saat ini, penggunaan media sosial telah menjadi salah satu alat utama dalam pemasaran produk. UGC merupakan konten yang dibuat oleh pengguna untuk merekomendasikan atau merefleksikan pengalaman dengan produk tertentu, semakin menjadi perhatian dalam strategi pemasaran. Di sisi lain, citra merek juga dikenal sebagai persepsi konsumen tentang merek yang dapat mempengaruhi perilaku pembelian mereka. Penelitian ini menggunakan metode pendekatan kuantitatif dan data dikumpulkan melalui survei kepada 113 responden yang merupakan pengguna aktif media sosial dan memiliki pengetahuan tentang produk Salted Egg Milea. Teknik analisis data menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antara variabel-variabel yang diteliti. Hasil penelitian menunjukkan bahwa User Generated Content memiliki pengaruh positif dan signifikan terhadap niat pembelian produk Salted Egg Milea. Selain itu, citra merek juga terbukti memiliki pengaruh positif dan signifikan terhadap niat pembelian. Implikasi manajerial dari temuan ini adalah pentingnya memanfaatkan UGC dan membangun citra merek yang kuat untuk meningkatkan niat pembelian konsumen terhadap produk Salted Egg Milea. Penelitian ini memberikan kontribusi bagi pemahaman tentang pengaruh faktor-faktor ini dalam konteks pemasaran produk makanan dan minuman, khususnya produk salted egg.
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Hak Cipta (c) 2024 Lucas Lawrence, Thomas Rochefort, Alwiyah Alwiyah, Shofiyul Millah
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