Influencer marketing dan User-generated content terhadap Purchase intention Produk Glad2Glow Mahasiswa Fakultas Ekonomi Universitas Garut
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Nov 3, 2026
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Abstract
Menurunnya kepercayaan konsumen terhadap konten promosi di era digital mendorong perusahaan memanfaatkan Influencer marketing dan User-generated content sebagai strategi pemasaran yang lebih kredibel. Penelitian ini bertujuan menganalisis pengaruh kedua variabel tersebut terhadap Purchase intention produk Glad2Glow pada mahasiswa Fakultas Ekonomi Universitas Garut. Penelitian menggunakan pendekatan kuantitatif dengan 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa Influencer marketing berpengaruh positif dan signifikan terhadap Purchase intention dengan path coefficient 0,401 dan t-statistic sebesar 2,441. User-generated content juga berpengaruh positif dan signifikan dengan path coefficient 0,445 dan t-statistic sebesar 2,869. Nilai R-square sebesar 0,645 menunjukkan bahwa kedua variabel mampu menjelaskan 64,5% variasi Purchase intention. Temuan ini menegaskan bahwa kedua strategi saling melengkapi, di mana Influencer marketing membangun kedekatan emosional, sedangkan User-generated content memberikan validasi melalui pengalaman pengguna yang nyata.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Yani Mulyani, Tinneke Hermina, & Magnaz Lestira Oktazora. (2026). Influencer marketing dan User-generated content terhadap Purchase intention Produk Glad2Glow Mahasiswa Fakultas Ekonomi Universitas Garut. Jurnal E-Bis, 10(2), 783-795. https://doi.org/10.37339/e-bis.v10i2.3249
References
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Tilahun, Mulatu, Eshetie Berhan, and Gezahegn Tesfaye. 2023. “Determinants of Consumers ’ Purchase intention on Digital Business Model Platform : Evidence from Ethiopia Using Partial Least Square Structural Equation Model ( PLS ‑ SEM ) Technique.” Journal of Innovation and Entrepreneurship. doi:10.1186/s13731-023-00323-x.
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Aini, Armiatul, Muh Mujahi dakwah. 2025. “Pengaruh Influencer, User Generated Content, Dan Brand Image Terhadap Purchase intention Produk Skincare Skintific Di Media Sosial Tiktok Pada Mahasiswa Universitas Mataram.” Jurnal Riset Pemasaran 4(2): 19–26. doi:https://doi.org/10.29303/jrp.v4i2.4682.
Aisya, Annaiya Rihhadatul, and Ajeng Andriani Hapsari. 2025. “Pengaruh Live Streaming Dan User Generated Content Terhadap Purchase intention Dengan Discount Sebagai Variabel Moderasi.” 5(2): 2447–60.
Al-abdallah, Ghaith, and Len Tiu Wright. 2025. “User-generated content vs Firm-Generated Content : Do Consumers Trust Fellow Consumers More than Firms ? Evidence from the Saudi Telecommunication Sector.” Cogent Business & Management 12(1). doi:10.1080/23311975.2025.2508928.
Az-Zahra, Penny, and Arti Sukmalengkawati. 2022. “Pengaruh Digital Marketing Terhadap Minat Beli Konsumen.” Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ) 6(3): 2008–18. doi:10.31955/mea.v6i3.2573.
Cao, Ningyan, Normalisa Isa, and Selvan Perumal. 2025. “Perceived Value , Consumer Engagement , and Purchase intention in Virtual Influencer marketing : The Role of Source Credibility and Generational Cohort.” jounal of theoretical and applied electronic commerce reesearch 20: 150. doi:https://doi.org/10.3390/jtaer20020150.
Chung, Du Thi. 2025. “How User-generated content on Social Media Platform Can Shape Consumers ’ Purchase Behavior ? An Empirical Study from the Theory of Consumption Values Perspective.” Cogent Business & Management 12(1). doi:10.1080/23311975.2025.2471528.
Dat, Nguyen Van, Canh Chi Hoang, and Bui Thanh Khoa. 2025. “User-generated content , Online Trust , and Purchase intention : An Empirical Study of Social Commerce Platforms.” Jounal The Messenger 17(1): 1–16. doi:10.26623/themessenger.v17i1.11268.
Devi Krisdayanti Laia, Rangga Restu Prayogo. 2025. “The Effect of Influencer marketing , User-generated content , And Brand Image on Purchasing Decisions for Skintific Products on Tiktok Shop.” Journal Economic and Business 4(3): 464–71.
Hair, Joseph F. Black, William C. Babin, Barry J. Anderson Rolph E. 2019. Multivariate Data Analysis. 8th ed. United Kingdom: Cengage Learning.
Hermanus, T W . V.V Mugobo. 2023. “The Effect of User-generated content on Consumer-Based Brand Equity of Major Retailers in the Cape Metropole.” The Retail and Marketing Review 19(1): 13–33.
Joseph F. Hair Jr. G. Tomas hult M. Christian M. Ringle Marko Sarstedt Nicholas P. Danks Soumya Ray. 2021. Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R. doi:https://doi.org/10.1007/978-3-030-80519-7.
Khalidah, Nur Diana, Siti Asiyah, and M Ridwan Basalamah. 2023. “The Influence of Video Marketing , User Generated Content on Purchase intention through Brand Awareness as Intervening Variables.” Budapest international Research and Critics Institute-Journal (BIRCI-Journal) 6(1): 561–72. doi:https://doi.org/10.33258/birci.v6i1.7500 561.
Khan, Muhammad Naeem, Mahwish J Khan, and Sadaf Kashif. 2021. “The Role of User Generated Content in Shaping a Business’s Reputation on Social Media: Moderating Role of Trust Propensity.” 9(June): 94–110.
Lee, Jin Kyun, and Jin Kyun Lee. 2021. “The Effects of Team Identification on Consumer Purchase intention in Sports Influencer marketing : The Mediation Effect of Ad Content Value Moderated by Sports Influencer Credibility.” Cogent Business & Management 8(1). doi:10.1080/23311975.2021.1957073.
Li, Wenjian, Steiner Cujilema, Lisong Hu, and Gang Xie. 2025. “How Social Scene Characteristics Affect Customers ’ Purchase intention : The Role of Trust and Privacy Concerns in Live Streaming Commerce.” Journal of Theoretical and Applied Electronic Commerce Research 20: 85. doi:https://doi.org/10.3390/jtaer20020085.
Lou, Chen, and Shupei Yuan. 2019. “Influencer marketing : How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media Influencer marketing : How Message Value and Credibility Affect Consumer.” Journal of Interactive Advertising 0(0): 1–16. doi:10.1080/15252019.2018.1533501.
Mayliana, Editha, Halim Diah, and Ayu Candraningrum. 2021. “The Influence of User-generated content Towards Somethinc Skincare Purchase intention.” Advances in Social Science, Education and Humanities Research 570: 831–36.
Nisa, Fitriatun. 2024. “Bedah Strategi Glad2Glow Pada Penjualan E-Commerce.” 21 desember: Kompasiana.https://www.kompasiana.com/fitriatunnisa4547/676696f1ed64151817238512/bedah-strategi-glad2glow-pada-penjualan-e-commerce#google_vignette (April 20, 2026).
Oktaviani, Fadhilah Nur, Ita Prihatining Wilujeng, and Ely Siswanto. 2025. “Pengaruh Influencer marketing Dan Content Marketing Terhadap Purchase intention Melalui Brand Awareness Studi Pada Instagram Pocari Sweat.” eCo-Buss 8(1): 71–86. doi:10.32877/eb.v8i1.2311.
Pan, Meizhi, Markus Blut, Arezou Ghiassaleh, and Zach W Y Lee. 2024. “Influencer marketing Effectiveness : A Meta-Analytic Review.” Journal of the Academy of Marketing Science 78(1): 53:52. doi:10.1007/s11747-024-01052-7.
Pasaribu, Aisyah Fitri, Tri Inda, Fadhila Rahma, and Budi Dharma. 2023. “Pengaruh Content Marketing , Viral Marketing Dan Influencer Terhadap Minat Beli Produk.” Ecobisma 10(2): 81–93. doi:https://doi.org/10.36987/ecobi.v10i2.4432.
Primasiwi, Claudia, M Isa Irawan, and Rita Ambarwati. 2021. “Key Performance Indicators for Influencer marketing on Instagram.” Advances in Economics. Business and Management Research 175: 154–63. doi:DOI:10.2991/aebmr.k.210510.027.
Salim Devanya Azzura Andini, Nur Amalyna Yusrin. 2025. “Pengaruh Influencer marketing, Content Marketing Dan Online Customer Review Terhadap Purchase intention Pada Brand Kosmetik Make Over.” 2(2): 202–27.
Samanta, Prasenjeet, Mohd Amir, Muhannad Mohammed Alfehaid, Vasim Ahmad, Amar Johri, and Anu Sayal. 2026. “Influencer marketing and Purchase intention: The Role of Consumer Attitude.” 14: 1045. doi:https://doi.org/10.12688/f1000research.169945.1.
Sang, Vo Minh, Thien Ngo, Pham Thanh, Hao Nguyen Gia, and Duy Nguyen Quoc. 2024. “Impact of User-generated content in Digital Platforms on Purchase intention : The Mediator Role of User Emotion in the Electronic Product Industry.” Cogent Business & Management 11(1). doi:10.1080/23311975.2024.2414860.
Santos, Sara, and Maria Vasconcelos. 2025. “The Role of User-generated content on Brand Equity and Intention to Visit.” Procedia Computer Science 263: 846–53. doi:10.1016/j.procs.2025.07.102.
Sari, Cinthya Ryana, and Agus Molana Hidayat. 2021. “The Influence of Influencer marketing and Product Quality on Purchasing Decisions at Uniqlo Telkom University.” e-Proceeding of Management 8(2): 1361–68.
Sugiyono. 2017. Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, Dan R&D. Bandung: Penerbit CV. Alfabeta.
Susfeni Valensia sinaga, Charles M. sianturi. Natalia E. TShihombing. 2026. “Pengaruh Informasi Media Sosial Terhadap Keputusan Pembelian Produk Skincare Pada Mahasiswa Universitas HKBP Nommensen Medan Susfeni.” Al-Zayn Junal ilmu sosial dan hukum 4(2): 6915–30. doi:https://doi.org/10.61104/alz.v4i2.5276.
Talitha, Adinda, Syahada Munaf, Anita Nur Khofifah, Dhea Aprilia Chairunnisa, Alila Olivia Putri, Octavina Azura Sagita, Ayesha Nabila, et al. 2025. “Pengaruh Review Customer Terhadap Keputusan Pembelian Produk Kosmetik.” 4(1): 74–83.
Tilahun, Mulatu, Eshetie Berhan, and Gezahegn Tesfaye. 2023. “Determinants of Consumers ’ Purchase intention on Digital Business Model Platform : Evidence from Ethiopia Using Partial Least Square Structural Equation Model ( PLS ‑ SEM ) Technique.” Journal of Innovation and Entrepreneurship. doi:10.1186/s13731-023-00323-x.
Wafa, Izzul. 2026. “5 Brand FMCG Terlaris Di E-Commerce Saat Ramadan 2025.” Goodstats. https://data.goodstats.id/statistic/5-brand-fmcg-terlaris-di-e-commerce-saat-ramadan-2025-blILW (April 26, 2026).