Pengaruh User Generated Content (UGC) dan Vividness Content Marketing Terhadap Purchase Decision Dalam Perspektif Bisnis Syari'ah (Studi Pada Pengguna Aerostreet Di Bandar Lampung)
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh User Generated Content (UGC) dan Vividness Content Marketing terhadap Purchase Decision dalam perspektif bisnis syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan melalui kuesioner daring dari 96 responden pengguna sepatu Aerostreet di Bandar Lampung. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan IBM SPSS versi 27. Hasil penelitian menunjukkan bahwa User Generated Content (UGC) berpengaruh positif dan signifikan terhadap Purchase Decision, demikian pula Vividness Content Marketing memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Penelitian ini menyimpulkan bahwa konten buatan pengguna dan konten visual yang menarik mampu meningkatkan Purchase Decision konsumen, selama diterapkan secara jujur dan sesuai prinsip bisnis syariah.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Licensed under 
a Creative Commons Attribution-NonCommercial 4.0 International License
References
Ainol Yaqin, W. N. (2025). ANALISIS STRATEGI PEMASARAN MELALUI TIKTOK DALAM ANALYSIS OF MARKETING STRATEGY THROUGH TIKTOK IN BUILDING CONSUMER. 4(8), 1733–1748. https://doi.org/https://doi.org/10.54443/sibatik.v4i8.3165
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alghaniy, A. M., & Mukaram, M. (2025). The Influence of User Generated Content ( UCG ) on Skincare Product Purchase Decisions Among Generation Z on TikTok ( A Case Study in Bandung City ). 6(5), 2997–3005.
Baier, D., Decker, R., & Asenova, Y. (2025). Collecting and Analyzing User-Generated Content for Decision Support in Marketing Management : An Overview of Methods and Use Cases. https://doi.org/10.1007/s41471-025-00208-7
Christine, S., & ... (2024). User Generated Content (UGC) to Visit and Purchase Intention: Literature Review. Jurnal Akutansi …, 4(2), 108–120. https://doi.org/10.47065/jamek.v4i2.1265.CITATION
Drossos, D., Coursaris, C., & Kagiouli, E. (2024). Social media marketing content strategy: A comprehensive framework and empirically supported guidelines for brand posts on Facebook pages. Journal of Consumer Behaviour, 23(3), 1175–1192. https://doi.org/10.1002/cb.2269
Haji, W. H., Aditya, S., Ainin, A. Q., & Islam, S. S. (2023). Social Media Engagement as Mediator: Does Content Vividness Predict Purchase Intention? 2023 8th International Conference on Business and Industrial Research, ICBIR 2023 - Proceedings, May 2023, 238–243. https://doi.org/10.1109/ICBIR57571.2023.10147716
Hidayah, N., & Nurrohim, H. (2023). The Digital Influence : Exploring the Impact of E-Marketing Techniques on Tiktok Users ’ Purchase Decisions. XIII(Oktober), 163–173.
LM, L. S., Engkun Kurnadi, R Neny Kusumadewi, & Dina Ristiana. (2024). The Effect of User Generated Content and Promotion Mediated By Influncer on Purchasing Decisions (Study on Shopee Users in Majalengka Regency). Finance and Business Management Journal, 2(1), 14–26. https://doi.org/10.31949/fbmj.v2i1.9606
Mita Amaliyatul Hayat, Adam Hermawan, A. N. (2024). PENGARUH SOCIAL MEDIA MARKETING DAN USER GENERATED CONTENT (UGC) TERHADAP PURCHASE DECISION PRODUK LUXCRIME PADA GENERASI Z DI TIKTOK. 2(1), 40–49.
Putri, S. N., & Komaryatin, N. (2025). Jurnal Maneksi ( Management Ekonomi Dan Akuntansi ) Pengaruh Viral Marketing Dan User-Generated Content ( UGC ) Terhadap Purchase Decision Produk Skincare Pada Gen Z Melalui Brand Awareness. 14(4), 2000–2014.
RI, K. (n.d.). Sepatu Kolaborasi Wonderful Indonesia dengan Aerostreet Catatkan Rekor MURI. https://ekraf.go.id/news/sepatu-kolaborasi-wonderful-indonesia-dengan-aerostreet-catatkan-rekor-muri
Sari, N. M., & Rosilawati, M. W. (2025). Pengaruh User Generated Content Terhadap Keputusan Pembelian dengan E-Word of Mouth sebagai Variabel Mediasi dalam Perspektif Bisnis Islam. 8(2), 955–966.
Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Supriady, Aris Sugiarto, S. (2025). User Generated Content , Influencer Tiktok dan Live Shopping dalam Keputusan Pembelian Thrifting Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Teknologi Sumbawa. 11(November 2024), 578–595.
Usnan, M. (2022). ETIKA BISNIS ISLAM; Keindahan Ajaran Islam dalam Berbisnis.
Vazquez, E. E. (2020). Effects of enduring involvement and perceived content vividness on digital engagement. Journal of Research in Interactive Marketing, 14(1), 1–16. https://doi.org/10.1108/JRIM-05-2018-0071
Wijayanti, N. A., & Isa, M. (2025). Pengaruh Consumer Engagement Dalam Memediasi Interactivity dan Vividness Konten Marketing Tiktok terhadap Purchase Intention. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(2), 3511–3522.
Zhu, Y., Wang, Y., Wei, J., & Hao, A. (2023). Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads. Journal of Research in Interactive Marketing, 17(6), 848–864. https://doi.org/10.1108/JRIM-07-2022-0207