Examining the Influence of User Generated Content on Purchase Intention: An Experimental Study of Digital Marketing Training Participants

DOI

10.2991/978-2-38476-299-6_16How to use a DOI?

Keywords

Experimental study; UGC; digital marketer; training; online shopping

Abstract

The advent of the digital age has resulted in a notable transformation in the marketing environment, whereby User-Generated Content (UGC) has emerged as a potent influence in molding consumer opinions and intents to make purchases. The present study investigates the impact of user-generated content (UGC) on the purchase intentions of digital marketing trainees enrolled at Ibn Khaldun University Bogor. Employing a quantitative methodology with a sample size of 40 participants, the research examines the impact of several forms of user-generated content (UGC), such as product reviews and social media posts, on the attitudes and purchase intentions of trainees. An analysis of the data was conducted using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). In addition to influencing elements such as ratings, perceived risk, social media marketing, and word-of-mouth, the results indicate that user-generated content (UGC) has a substantial and direct effect on purchase intention. The study further emphasizes that the indirect impacts of user-generated content (UGC) on the intention to make a purchase, mediated by factors such as perceived risk, social media marketing, and word-of-mouth, lack statistical significance. These findings highlight the crucial significance of user-generated content (UGC) in determining customer behavior and underline its capacity for marketers to successfully impact purchase intentions in the era of digital technology. The study provides critical insights into the dynamics of user-generated content (UGC) and its consequences for digital marketing tactics, namely in the realm of training and education.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Popy Novita Pasaribu
AU  - Erry Nugroho
AU  - Puspa Eosina
AU  - Asti Marlina
AU  - Haura Kemora
AU  - Shayaa Othman
PY  - 2024
DA  - 2024/11/05
TI  - Examining the Influence of User Generated Content on Purchase Intention: An Experimental Study of Digital Marketing Training Participants
BT  - Proceedings of the 2nd Ibn Khaldun International Conference on Applied and Social Sciences (IICASS 2024)
PB  - Atlantis Press
SP  - 207
EP  - 226
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-299-6_16
DO  - 10.2991/978-2-38476-299-6_16
ID  - Pasaribu2024
ER  -