IMPACT OF USER GENERATED CONTENT ON CONSUMER PURCHASE INTENTIONS

Abstract

This study examines the impact of User-Generated Content (UGC) on consumer purchase intentions, emphasizing the mediating roles of trust and authenticity. As social media platforms increasingly shape consumer decisions, understanding how psychological factors drive behavior is essential. A quantitative survey was conducted with 300 respondents, and data were analyzed using Jamovi and R. Descriptive results indicated high user engagement with UGC, while correlation analysis revealed strong positive relationships between UGC, trust, authenticity, and purchase intention. Regression findings showed that UGC significantly predicts purchase intention, accounting for 39.2% of the variance. Mediation analysis confirmed that both trust and authenticity partially mediate this relationship, suggesting consumers respond more positively when UGC is perceived as credible and genuine. Structural Equation Modeling (SEM) further highlighted the amplifying effect of trust and authenticity on the UGC–purchase link. Although some model fit indices indicated room for refinement, the results consistently supported all four research hypotheses. This study advances digital marketing literature by highlighting the importance of trust and authenticity in maximizing the effectiveness of UGC strategies.