Persepsi Konsumen “Kaku Food” Dalam Brand-Generated Content dan Consumer-Generated Advertising Terhadap Niat Pembelian
DOI:
https://doi.org/10.35870/jemsi.v11i6.4825Keywords:
Brand-Generated Content, Consumer-Generated Advertising, Consumer Perception, Food Brand, Purchase Intention, Social MediaAbstract
Generation Z increasingly relies on social media as the primary source of information about products and brands. One of the most popular platforms in Indonesia is TikTok. The dissemination of Brand-Generated Content has become a common marketing strategy used by local food brands on TikTok. However, previous research indicates that digital consumers tend to trust Consumer-Generated Advertising more than Brand-Generated Content when making purchasing decisions. This is because they perceive information from other consumers as more authentic and factual compared to brand advertisements. Therefore, this study aims to understand how Indonesian consumers evaluate Brand-Generated Content and Consumer-Generated Advertising used by food brands on TikTok, as well as which strategy has a stronger influence on their purchase intention. The study involved 150 active TikTok users from Makassar City who voluntarily participated in an online survey. The results show that consumer perceptions of both Brand-Generated Content and Consumer-Generated Advertising have a positive impact on purchase intention on TikTok. Consumers value Brand-Generated Content because it contains key factors that influence purchase intention, such as expertise, relevance, risk reduction, positive valence, usefulness, and credibility. Additionally, Consumer-Generated Advertising is also important in supporting product information, as it is perceived to be more appropriate and original.
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Copyright (c) 2025 Annisa Paramaswary Aslam, Muh Al Fatah Arief Putra, Isma Azis Riu, Andi Aryani Hardiyanti, Khaidir Syahrul
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