EFEKTIVITAS STRATEGI USER-GENERATED CONTENT (UGC) DALAM MENINGKATKAN BRAND TRUST DAN LOYALITAS MEREK
Keywords:
User-Generated Content, Brand Trust, Brand Loyalty, Digital MarketingAbstract
This study investigates how User-Generated Content (UGC) strategies can successfully increase brand trust and loyalty in the internet era. As customers actively create and share brand-related content, UGC becomes a crucial communication tool. This article reviews recent research on the role of UGC in shaping consumer perceptions. The results indicate that UGC plays a significant role in creating authenticity, social proof, and consumer engagement; these are strong indicators of how brand trust and loyalty are formed. This study suggests that companies should optimize UGC as a participatory marketing strategy if they want to build long-term emotional connections and trust with consumers.
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Copyright (c) 2025 Nadella Lesmana, Aan Budianto
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