How does user-generated content impact purchase intention through perceived food quality?
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Abstract
The increasingly advanced digital world also impacts the changing of the way people around the world do business. Among them is the marketing approach, which is widely utilized on social media platforms such as YouTube, Facebook, Instagram, TikTok, and Twitter. This study aims to analyze the effect of User-Generated Content (UGC) on Eat Sambel purchase intention through perceived food quality. This type of research uses a quantitative approach with data collection methods through surveys in the form of questionnaires distributed online through Google Forms. The total sample of 215 respondents from Indonesia was selected based on the purposive sampling method with specified criteria. SEM Amos 24 is used to analyze data and test hypotheses. According to the study's findings, purchase intention was positively and significantly impacted by both User-Generated Content (UGC) and perceived food quality. User-Generated Content (UGC) also has a significant impact on perceived food quality. The results of this research are expected to improve the understanding of UGC and help online entrepreneurs
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How to Cite
Juliyanti, J., Rosnani, T., Purmono, B. B., Heriyadi, H., & Saputra, P. (2023). How does user-generated content impact purchase intention through perceived food quality?. Enrichment : Journal of Management, 13(5), 2820-2831. https://doi.org/10.35335/enrichment.v13i5.1688
References
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Chiang, A., Aguilera, M., Cabana, R., & Mora, M. (2021). Chinese consumers’ purchase intention of fresh cherries : Modeling of relations between satisfaction and perceived quality. Revista de La Facultad de Ciencias Agrarias - UNCuyo, 53(2), 204–213. https://doi.org/10.48162/rev.39.053
Cillo, V., Gavinelli, L., Ceruti, F., Perano, M., & Solima, L. (2019). A sensory perspective in the Italian beer market. British Food Journal. https://doi.org/10.1108/BFJ-12-2018-0818
Gajenderan, V., Priya, R. P., & Nawaz, N. (2020). User generated content and its impact on brand attitude and purchase intention. International Journal of Management (IJM), 11(2), 277–286.
https://doi.org/10.1007/978-3-031-08093-7_28
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12, 1–12.
https://doi.org/10.3389/fpsyg.2021.697382
Ho, C., Liu, L., Yuan, Y., & Liao, H. (2020). Perceived food souvenir quality as a formative second-order construct: how do tourists evaluate the quality of food souvenirs? Current Issues in Tourism, 0(0), 1–24. https://doi.org/10.1080/13683500.2020.1715928
Indahsari, B., Heriyadi, Afifah, N., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable. South Asian Research Journal of Business and Management, 5(1).
https://doi.org/10.36346/sarjbm.2023.v05i01.001
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184.
https://doi.org/10.1016/j.apmrv.2022.07.007
Jha, A., Kapoor, M., Srivastava, K., & Kaul, K. (2022). Demystifying the influence of CSR perception on the purchase intention of Generation Z in fast food industry. LBS Journal of Management & Research, 20(1), 1–20. https://doi.org/10.1108/LBSJMR-05-2022-0006
Jia, Y., Feng, H., Wang, X., & Alvarado, M. (2023). “Customer Reviews or Vlogger Reviews ?” The Impact of Cross-Platform UGC on the Sales of Experiential Products on E-Commerce Platforms. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1257–1282. https://doi.org/10.3390/jtaer18030064
Karunakaran, S., & Brorson, E. (2019). Spam in User Generated Content Platforms : Developing the HaBuT Instrument to Measure User Experience. 2019 IEEE International Conference on Systems, Man and Cybernetics (SMC), 1981–1988. https://doi.org/10.1109/SMC.2019.8914165
Konuk, F. A. (2019). The influence of perceived food quality , price fairness , perceived value and satisfaction on customers ’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
M. Anang, F. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 336.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447
Merckel, H. (2017). 3 Tips for Creating a Social Strategy Fueled by User-Generated Content. Adweek. https://www.adweek.com/performance-marketing/harald-merckel-guest-post-user-generated-content/
Najar, A. H., & Rather, A. H. (2020). Mediating role of guest’s attitude toward the impact of UGC benefits on purchase intention of restaurants; Extending social action and control theories. Journal of Foodservice Business Research, November. https://doi.org/10.1080/15378020.2020.1842958
Olenski, S. (2017). 4 Ways Brands Should Use Native Advertising In 2017. Forbes.
https://www.forbes.com/sites/steveolenski/2017/02/16/4-ways-brands-should-use-native-advertising-in-2017/?sh=75c5ea391c4c
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability, 15(1).
https://doi.org/10.3390/su15010764
Park, D., & Lee, S. (2021). UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives : Focusing on Content Creators in South Korea. Sustainability, 13(17). https://doi.org/10.3390/su13179644
Raquel, P., & Milhinhos, V. (2015). The impact of content marketing on attitudes and purchase intentionsof online shoppers : the case of videos & tutorials and user-generated content.
https://doi.org/http://hdl.handle.net/10438/16054
Romero-Rodriguez, L. M., & Castillo-Abdul, B. (2023). Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers. Journal of Management Development, 42(6), 425–435. https://doi.org/10.1108/JMD-11-2022-0285
Rosillo-díaz, E., Blanco-encomienda, F. J., & Crespo-almendros, E. (2020). A cross-cultural analysis of perceived product quality , perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139–160. https://doi.org/https://doi.org/10.1108/JEIM-06-2019-0150
Salsabila. (2023). Growth Penjualan Sambal ABC Menjadi No 1 dari Periode 17-31 Maret ke Periode 1-15 April 2023. Compas. https://compas.co.id/article/growth-penjualan-sambal-abc/
Severt, K., Shin, Y. H., Chen, H. S., & Dipietro, R. B. (2020). Measuring the Relationships between Corporate Social Responsibility , Perceived Quality , Price Fairness , Satisfaction , and Conative Loyalty in the Context of Local Food Restaurants. International Journal of Hospitality & Tourism Administration, 00(00), 1–23. https://doi.org/10.1080/15256480.2020.1842836
Singh, S., & Alok, S. (2021). Drivers of Repurchase Intention of Organic Food in India : Role of Perceived Consumer Social Responsibility , Price , Value , and Quality. Journal of International Food & Agribusiness Marketing, 0(0), 1–23. https://doi.org/10.1080/08974438.2020.1869135
Song, H. G., Kim, Y., & Hwang, E. (2023). How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users : A Mixed-Method Study †. Behavioral Sciences, 13.
https://doi.org/10.3390/bs13030214
Song, T., Huang, J., Tan, Y., & Yu, Y. (2019). Using User- and Marketer-Generated Content for Box Office Revenue Prediction : Differences Between Microblogging and Third-Party Platforms. Institute for Operations Research and the Management Sciences (INFORMS), 30(1).
https://doi.org/10.1287/isre.2018.0797
Sutiani, L. (2022). Sepedas Penjualannya, 3 Top Brand Sambal Ini Berebut Pasar di E-commerce! Compas. https://compas.co.id/article/top-brand-sambal/
Tacardon, E. R., Ong, A. K. S., & Gumasing, M. J. J. (2023). The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines. Sustainabillity. https://doi.org/10.3390/su151612549
Tania, S., Listiana, E., Syahbandi, Ramadhania, & Afifah, N. (2023). Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness. Journal of Economics, Management and Trade, 29(2), 1–15. https://doi.org/10.9734/JEMT/2023/v29i21075
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental Consciousness and Organic Food Purchase Intention : A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. International Journal of Environmental Research and Public Health, 1–18. https://doi.org/10.3390/ijerph17030850
Wasaya, A., Saleem, M. A., Ahmad, J., Nazam, M., Khan, M. M. A., & Ishfaq, M. (2021). Impact of green trust and green perceived quality on green purchase intentions : a moderation study. Environment, Development and Sustainability, 0123456789. https://doi.org/10.1007/s10668-020-01219-6
Wayan Silvi Divani, N., Suhud, U., & Aditya, S. (2023). Factors That Play a Role In Increasing Consumers’ Purchase Intention Of Sambal Products Through Tiktok Live Streams. International Journal of Current Economics & Business Ventures, 1(3).
Wei, L. H., Huat, O. C., & Arumugam, P. V. (2023). Social media communication with intensified pandemic fears : evaluating the relative impact of user- and firm-generated content on brand loyalty. Asia-Pacific Journal of Business Administration, 15(2), 161–187. https://doi.org/10.1108/APJBA-07-2021-0319
Yan, L., Xiaojunn, F., Li, J., & Dong, X. (2019). Extrinsic cues , perceived quality , and purchase intention for private labels Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2017-0176
Yang, Y., & Louisa, H. (2021). Why People Use TikTok ( Douyin ) and How Their Purchase Intentions Are Affected by Social Media Influencers in China : A Uses and Gratifications and Parasocial Relationship Perspective. Journal of Interactive Advertising, 0(0), 1–9. https://doi.org/10.1080/15252019.2021.1995544
Zhong, Y., & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods. https://doi.org/10.3390/foods9040460
Anisa, D. K., & Marlena, N. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), 207–218. https://doi.org/10.56338/jsm.v9i2.2610
Chen, H., Liang, C., Liao, S., & Kuo, H. (2020). Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services. Sustainability, 1–18. https://doi.org/10.3390/su122310177
Chen, J.-L., & Dermawan, A. (2020). The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products. International Journal of Business and Management, 15(5), 100. https://doi.org/10.5539/ijbm.v15n5p100
Chiang, A., Aguilera, M., Cabana, R., & Mora, M. (2021). Chinese consumers’ purchase intention of fresh cherries : Modeling of relations between satisfaction and perceived quality. Revista de La Facultad de Ciencias Agrarias - UNCuyo, 53(2), 204–213. https://doi.org/10.48162/rev.39.053
Cillo, V., Gavinelli, L., Ceruti, F., Perano, M., & Solima, L. (2019). A sensory perspective in the Italian beer market. British Food Journal. https://doi.org/10.1108/BFJ-12-2018-0818
Gajenderan, V., Priya, R. P., & Nawaz, N. (2020). User generated content and its impact on brand attitude and purchase intention. International Journal of Management (IJM), 11(2), 277–286.
https://doi.org/10.1007/978-3-031-08093-7_28
Geng, R., & Chen, J. (2021). The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention – An Empirical Analysis. Frontiers in Psychology, 12, 1–12.
https://doi.org/10.3389/fpsyg.2021.697382
Ho, C., Liu, L., Yuan, Y., & Liao, H. (2020). Perceived food souvenir quality as a formative second-order construct: how do tourists evaluate the quality of food souvenirs? Current Issues in Tourism, 0(0), 1–24. https://doi.org/10.1080/13683500.2020.1715928
Indahsari, B., Heriyadi, Afifah, N., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable. South Asian Research Journal of Business and Management, 5(1).
https://doi.org/10.36346/sarjbm.2023.v05i01.001
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184.
https://doi.org/10.1016/j.apmrv.2022.07.007
Jha, A., Kapoor, M., Srivastava, K., & Kaul, K. (2022). Demystifying the influence of CSR perception on the purchase intention of Generation Z in fast food industry. LBS Journal of Management & Research, 20(1), 1–20. https://doi.org/10.1108/LBSJMR-05-2022-0006
Jia, Y., Feng, H., Wang, X., & Alvarado, M. (2023). “Customer Reviews or Vlogger Reviews ?” The Impact of Cross-Platform UGC on the Sales of Experiential Products on E-Commerce Platforms. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1257–1282. https://doi.org/10.3390/jtaer18030064
Karunakaran, S., & Brorson, E. (2019). Spam in User Generated Content Platforms : Developing the HaBuT Instrument to Measure User Experience. 2019 IEEE International Conference on Systems, Man and Cybernetics (SMC), 1981–1988. https://doi.org/10.1109/SMC.2019.8914165
Konuk, F. A. (2019). The influence of perceived food quality , price fairness , perceived value and satisfaction on customers ’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
M. Anang, F. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek, August, 336.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447
Merckel, H. (2017). 3 Tips for Creating a Social Strategy Fueled by User-Generated Content. Adweek. https://www.adweek.com/performance-marketing/harald-merckel-guest-post-user-generated-content/
Najar, A. H., & Rather, A. H. (2020). Mediating role of guest’s attitude toward the impact of UGC benefits on purchase intention of restaurants; Extending social action and control theories. Journal of Foodservice Business Research, November. https://doi.org/10.1080/15378020.2020.1842958
Olenski, S. (2017). 4 Ways Brands Should Use Native Advertising In 2017. Forbes.
https://www.forbes.com/sites/steveolenski/2017/02/16/4-ways-brands-should-use-native-advertising-in-2017/?sh=75c5ea391c4c
Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2023). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability, 15(1).
https://doi.org/10.3390/su15010764
Park, D., & Lee, S. (2021). UGC Sharing Motives and Their Effects on UGC Sharing Intention from Quantitative and Qualitative Perspectives : Focusing on Content Creators in South Korea. Sustainability, 13(17). https://doi.org/10.3390/su13179644
Raquel, P., & Milhinhos, V. (2015). The impact of content marketing on attitudes and purchase intentionsof online shoppers : the case of videos & tutorials and user-generated content.
https://doi.org/http://hdl.handle.net/10438/16054
Romero-Rodriguez, L. M., & Castillo-Abdul, B. (2023). Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers. Journal of Management Development, 42(6), 425–435. https://doi.org/10.1108/JMD-11-2022-0285
Rosillo-díaz, E., Blanco-encomienda, F. J., & Crespo-almendros, E. (2020). A cross-cultural analysis of perceived product quality , perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139–160. https://doi.org/https://doi.org/10.1108/JEIM-06-2019-0150
Salsabila. (2023). Growth Penjualan Sambal ABC Menjadi No 1 dari Periode 17-31 Maret ke Periode 1-15 April 2023. Compas. https://compas.co.id/article/growth-penjualan-sambal-abc/
Severt, K., Shin, Y. H., Chen, H. S., & Dipietro, R. B. (2020). Measuring the Relationships between Corporate Social Responsibility , Perceived Quality , Price Fairness , Satisfaction , and Conative Loyalty in the Context of Local Food Restaurants. International Journal of Hospitality & Tourism Administration, 00(00), 1–23. https://doi.org/10.1080/15256480.2020.1842836
Singh, S., & Alok, S. (2021). Drivers of Repurchase Intention of Organic Food in India : Role of Perceived Consumer Social Responsibility , Price , Value , and Quality. Journal of International Food & Agribusiness Marketing, 0(0), 1–23. https://doi.org/10.1080/08974438.2020.1869135
Song, H. G., Kim, Y., & Hwang, E. (2023). How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users : A Mixed-Method Study †. Behavioral Sciences, 13.
https://doi.org/10.3390/bs13030214
Song, T., Huang, J., Tan, Y., & Yu, Y. (2019). Using User- and Marketer-Generated Content for Box Office Revenue Prediction : Differences Between Microblogging and Third-Party Platforms. Institute for Operations Research and the Management Sciences (INFORMS), 30(1).
https://doi.org/10.1287/isre.2018.0797
Sutiani, L. (2022). Sepedas Penjualannya, 3 Top Brand Sambal Ini Berebut Pasar di E-commerce! Compas. https://compas.co.id/article/top-brand-sambal/
Tacardon, E. R., Ong, A. K. S., & Gumasing, M. J. J. (2023). The Perception of Food Quality and Food Value among the Purchasing Intentions of Street Foods in the Capital of the Philippines. Sustainabillity. https://doi.org/10.3390/su151612549
Tania, S., Listiana, E., Syahbandi, Ramadhania, & Afifah, N. (2023). Social Media Marketing and Word of Mouth on Product Purchase Intentions at Bibit FinTech Startup with the Mediation of Brand Awareness. Journal of Economics, Management and Trade, 29(2), 1–15. https://doi.org/10.9734/JEMT/2023/v29i21075
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental Consciousness and Organic Food Purchase Intention : A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. International Journal of Environmental Research and Public Health, 1–18. https://doi.org/10.3390/ijerph17030850
Wasaya, A., Saleem, M. A., Ahmad, J., Nazam, M., Khan, M. M. A., & Ishfaq, M. (2021). Impact of green trust and green perceived quality on green purchase intentions : a moderation study. Environment, Development and Sustainability, 0123456789. https://doi.org/10.1007/s10668-020-01219-6
Wayan Silvi Divani, N., Suhud, U., & Aditya, S. (2023). Factors That Play a Role In Increasing Consumers’ Purchase Intention Of Sambal Products Through Tiktok Live Streams. International Journal of Current Economics & Business Ventures, 1(3).
Wei, L. H., Huat, O. C., & Arumugam, P. V. (2023). Social media communication with intensified pandemic fears : evaluating the relative impact of user- and firm-generated content on brand loyalty. Asia-Pacific Journal of Business Administration, 15(2), 161–187. https://doi.org/10.1108/APJBA-07-2021-0319
Yan, L., Xiaojunn, F., Li, J., & Dong, X. (2019). Extrinsic cues , perceived quality , and purchase intention for private labels Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2017-0176
Yang, Y., & Louisa, H. (2021). Why People Use TikTok ( Douyin ) and How Their Purchase Intentions Are Affected by Social Media Influencers in China : A Uses and Gratifications and Parasocial Relationship Perspective. Journal of Interactive Advertising, 0(0), 1–9. https://doi.org/10.1080/15252019.2021.1995544
Zhong, Y., & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods. https://doi.org/10.3390/foods9040460