THE INFLUENCE OF USER GENERATED CONTENT AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS AT JATINANGOR HOUSE THROUGH BRAND IMAGE AS AN INTERVENING VARIABLE

Abstract

This study aims to analyze the influence of User Generated Content (UGC) and Electronic Word of Mouth (e-WOM) on purchasing decisions at Jatinangor House, with Brand Image as an intervening variable. This research employs a quantitative method with a survey technique using questionnaires distributed online to respondents who are consumers of Jatinangor House in the Jakarta area. Data were analyzed using the Structural Equation Modeling (SEM) method with LISREL 8.80. The results show that UGC and e-WOM have a positive and significant effect on Brand Image. Furthermore, Brand Image has a positive and significant effect on purchasing decisions. UGC also has a positive effect on purchasing decisions, while e-WOM does not have a significant direct effect on purchasing decisions. In addition, Brand Image is proven to mediate the influence of UGC and e-WOM on purchasing decisions. These findings provide practical implications for culinary business practitioners to maximize user-generated content and positive e-WOM communication in building a strong brand image to increase consumer purchasing decisions.