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

Penulis

  • Lucas Lawrence Pandawan Incorporation
  • Thomas Rochefort iLearning Incorporation
  • Alwiyah Alwiyah University Wiraraja
  • Shofiyul Millah Universitas Raharja

DOI:

https://doi.org/10.33050/tmj.v9i2.2327

Abstrak

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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Unduhan

Diterbitkan

2024-10-29

Cara Mengutip

Lawrence, . . L., Rochefort, T., Alwiyah, A., & Millah, S. (2024). 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. Technomedia Journal, 9(2), 256–267. https://doi.org/10.33050/tmj.v9i2.2327