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BUILDING BRAND TRUST THROUGH DIGITAL STIMULI: ANALYSIS OF INFLUENCER CREDIBILITY AND USER-GENERATED CONTENT ON PURCHASING DECISIONS

Journal of Business Studies and Management Review · Vol. 9 No. 2 (2026) · hlm. 316–322

DOI
10.22437/jbsmr.v9i2.54352
ISSN
2597-6265, 2597-369X
Terbit
2026-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to analyze the impact of digital stimuli, specifically Influencer Credibility and User-Generated Content (UGC), on the Purchase Decisions of Somethinc products, with Brand Trust serving as a mediating variable. Focusing on Generation Z, data were collected from 133 students at the Faculty of Economics and Business, Jambi University, using a purposive sampling method. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results reveal a counterintuitive finding: Influencer Credibility has a negative and non-significant direct effect on Purchase Decisions (β = -0.162, p > 0.05). Conversely, User-Generated Content and Brand Trust exert a positive and significant influence. Crucially, Brand Trust is proven to fully mediate the relationship between Influencer Credibility and Purchase Decisions, as well as partially mediating the impact of UGC. These findings suggest that for educated and critical consumers like Generation Z, influencer presence alone is insufficient to trigger transactions; rather, it must be validated by authentic user experiences and established brand trust. The model demonstrates a substantial predictive power with an R-square value of 61.6% for Purchase Decisions.

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26 penulis · 60 tautan kepenulisan bersama · 1 lintas organisasi

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  • Universitas Jambi
  • Hasanuddin University
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
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Rekan penulisOrganisasiArtikel bersama
Ade OctaviaUniversitas Jambi3
Yayuk SriayudhaUniversitas Jambi3
Garry Yuesa RosyidUniversitas Jambi2
Ade Titi NifitaUniversitas Jambi2
Wahyu Juari SetiawanUniversitas Jambi2
Ar Kacio MaharaniUniversitas Jambi2
Fitri WidiasturiUniversitas Jambi1
Zulfanetti ZulfanettiUniversitas Jambi1
Muhammad Faqih IhsanHasanuddin University1
Novita EkasariUniversitas Jambi1
M. Yofi febriantoUniversitas Jambi1
Syahmardi YacobUniversitas Jambi1
Futri Rezki IndahUniversitas Jambi1
Raja Sharah FatriciaUniversitas Jambi1
Meirinda SiregarUniversitas Jambi1
Besse WediawatiUniversitas Jambi1
Duadja Given Jay Dev SimatupangUniversitas Jambi1
Ridhwan RidhwanUniversitas Jambi1
Lucky Enggrani FitriUniversitas Jambi1
Muspawi MuspawiUniversitas Jambi1
Yenny YuniartiUniversitas Jambi1
Maulidia Imastary TanUniversitas Jambi1
Adi Ihsan Syukri AmriUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">BUILDING BRAND TRUST THROUGH DIGITAL STIMULI: ANALYSIS OF INFLUENCER CREDIBILITY AND USER-GENERATED CONTENT ON PURCHASING DECISIONS</dc:title>
	<dc:creator xml:lang="en">Mentari, Syakira</dc:creator>
	<dc:creator xml:lang="en">Ade Perdana Siregar</dc:creator>
	<dc:creator xml:lang="en">Musnaini</dc:creator>
	<dc:subject xml:lang="en">Influencer Marketing</dc:subject>
	<dc:subject xml:lang="en">user generated content</dc:subject>
	<dc:subject xml:lang="en">brand trust</dc:subject>
	<dc:subject xml:lang="en">purchase intention</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the impact of digital stimuli, specifically Influencer Credibility and User-Generated Content (UGC), on the Purchase Decisions of Somethinc products, with Brand Trust serving as a mediating variable. Focusing on Generation Z, data were collected from 133 students at the Faculty of Economics and Business, Jambi University, using a purposive sampling method. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results reveal a counterintuitive finding: Influencer Credibility has a negative and non-significant direct effect on Purchase Decisions (β = -0.162, p &amp;gt; 0.05). Conversely, User-Generated Content and Brand Trust exert a positive and significant influence. Crucially, Brand Trust is proven to fully mediate the relationship between Influencer Credibility and Purchase Decisions, as well as partially mediating the impact of UGC. These findings suggest that for educated and critical consumers like Generation Z, influencer presence alone is insufficient to trigger transactions; rather, it must be validated by authentic user experiences and established brand trust. The model demonstrates a substantial predictive power with an R-square value of 61.6% for Purchase Decisions.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2026-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/54352</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i2.54352</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026; 316-322</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/54352/24698</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Syakira Mentari, Ade Perdana, Musnaini</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>