How Does User-Generated Content Impact Purchase Intention Through Perceived food quality?
DOI:
https://doi.org/10.58812/jmws.v4i06.2285Kata Kunci:
User-Generated Content (UGC), Perceived Food Quality, Purchase Intention, Produk Oelek, IndonesiaAbstrak
Penelitian ini bertujuan untuk mengkaji bagaimana konten yang dihasilkan oleh pengguna (User-Generated Content atau UGC) dapat memengaruhi Purchase Intention produk Oelek, dengan mempertimbangkan persepsi kualitas makanan sebagai variabel perantara. Metode penelitian yang digunakan bersifat kuantitatif, dengan data dikumpulkan melalui survei berbentuk kuesioner yang dibagikan secara daring melalui Google Forms. Sebanyak 247 responden dari Indonesia dipilih menggunakan metode purposive sampling berdasarkan kriteria tertentu. Analisis data serta pengujian hipotesis dilakukan dengan menggunakan perangkat lunak SmartPLS 4. Temuan penelitian mengindikasikan bahwa UGC dan persepsi kualitas makanan berperan signifikan dalam meningkatkan niat beli. Selain itu, UGC juga terbukti secara langsung memengaruhi bagaimana konsumen menilai kualitas makanan yang dipasarkan.
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