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]

Richard Wisianto, Keni Keni

Abstract


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.

Abstrak dalam Bahasa Indonesia. Penelitian ini bertujuan untuk mengetahui peran mediasi kepercayaan merek pada pengaruh konten yang dibuat oleh pengguna dan konten yang dibuat oleh perusahaan  terhadap loyalitas merek smartphone X di Indonesia. Dalam penelitian sebelumnya menunjukan terdapat hasil yang berbeda terkait pengaruh konten buatan pengguna dan konten buatan perusahaan, sehingga penelitian ini dilakukan untuk meninjau kedua variabel tersebut dalam mempengaruhi loyalitas merek pada merek smartphone X. Data dikumpulkan secara cross sectional dengan menggunakan kuesioner yang disebarkan secara digital kepada 175 responden yang merupakan pelanggan merek smartphone X. Pemilihan sampel dengan purposive sampling. Selanjutnya, data tersebut dianalisis dengan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Penelitian ini menunjukkan bahwa konten buatan pengguna (UGC) dan konten buatan perusahaan (FGC) berpengaruh positif dan signifikan terhadap kepercayaan merek dan loyalitas merek. Namun, kepercayaan merek tidak memediasi secara signifikan pengaruh UGC terhadap loyalitas merek, tetapi mampu memediasi secara signifikan pengaruh FGC terhadap loyalitas merek. Hasil tersebut mengimplikasikan bahwa ketika pelanggan percaya dengan suatu merek smartphone X, kepercayaan tersebut didasari oleh konten promosi yang dibuat oleh perusahaan smartphone yang kemudian dapat meningkatkan kesetiaan pelanggan terhadap merek tersebut.


Keywords


user generated content; company generated content; brand trust; brand loyalty; konten yang dibuat pengguna; konten yang dibuat perusahaan; kepercayaan merek; loyalitas merek



DOI: http://dx.doi.org/10.19166/derema.v18i1.6464

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