THE DYNAMICS OF USER-GENERATED CONTENT ON TIKTOK SOCIAL MEDIA IN RELATION TO BRAND TRUST AND UNIVERSITY CHOICE DECISIONS: THE ROLE OF BRAND AUTHENTICITY AS A MEDIATING VARIABLE

Harmono Harmono; Aan Yulianto

doi:10.62567/micjo.v3i3.3005

Authors

Harmono Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia
Aan Yulianto Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia

DOI:

https://doi.org/10.62567/micjo.v3i3.3005

Keywords:

User-Generated Content, TikTok, Brand Trust, Choice Decisions, Brand Authenticity, Higher Education

Abstract

This study aims to examine the influence of User-Generated Content (UGC) on the TikTok platform on Brand Trust and the Decision to Choose a Higher Education Institution, with Brand Authenticity serving as the mediating variable. This study employs an explanatory quantitative approach. Data were collected via an online survey of a purposive sample comprising prospective students or first-year students (aged 17–21) who actively use TikTok and interact with university-related content. Data analysis was conducted on a minimum of 250 respondents using Partial Least Squares (PLS)-based Structural Equation Modelling (SEM) with the aid of SmartPLS software. The results of the outer model testing showed that all indicators used in the questionnaire were valid and reliable. Hypothesis testing confirmed that User-Generated Content has a direct, positive and significant effect on Brand Authenticity, Brand Trust and Choice Decision. Furthermore, Brand Authenticity also has a positive and significant effect on Brand Trust and Choice Decision. Mediation analysis revealed that Brand Authenticity acts as a partial mediator, bridging the influence of UGC on Brand Trust and Choice Decisions. This study confirms that user-generated organic content on TikTok is a crucial instrument in building trust and influencing the academic decisions of Generation Z. Higher education brands that are authentically represented through UGC will find it easier to win the trust and preference of prospective students.

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