Pengaruh User-Generated-Content terhadap Purchase Intention melalui Brand Image Bedak Tabur Marcks Kota Depok

This study aims to analyze the influence of User Generated Content on Purchase Intention through Brand Image for Marcks Loose Powder in Depok. The research method used was a quantitative approach, with data collected via a questionnaire administered to 100 respondent individuals who had previously viewed reviews or user generated content related to Marcks Loose Powder. The sampling technique used was nonprobability sampling with an incidental sampling approach. Data analysis was conducted using SmartPLS 4.0 software via the Partial Least Squares – Structural Equation Modeling (PLS-SEM) approach. The analysis stages included testing the measurement model (outer model), the structural model (inner model), and hypothesis testing. The results of the study indicate that User Generated Content significant effect on Brand Image, and Brand Image significant effect on Purchase Intention. Furthermore, User Generated Content also significant effect on Purchase Intention through Brand Image as a mediating variable. These findings highlight the importance of user generated content strategies in enhancing brand image, which ultimately encourages consumers to purchase Marcks Loose Powder.