Pengaruh User Generated Content (UGC) dan Electronic Word of Mouth (E-WoM) terhadap Sikap pada Layanan Photobooth di Jabodetabek

Abstract

Tingginya penggunaan internet dan media sosial telah menggeser cara Generasi Z membentuk sikap terhadap layanan melalui electronic word of mouth (e-WoM) dan user generated content (UGC), termasuk pada layanan photobooth. Penelitian ini bertujuan menganalisis karakteristik konsumen, pengaruh UGC terhadap sikap, pengaruh e-WoM terhadap sikap, peran mediasi e-WoM, serta merumuskan rekomendasi manajerial bagi pelaku usaha photobooth. Survei dilakukan kepada 247 responden Generasi Z di Jabodetabek yang yang aktif menggunakan Instagram dan TikTok serta pernah melihat konten atau ulasan photobooth, dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa UGC berpengaruh positif dan signifikan terhadap e-WoM maupun sikap, sedangkan e-WoM juga berpengaruh positif dan signifikan terhadap sikap serta memediasi secara signifikan pengaruh UGC terhadap sikap. Implikasi penelitian ini menekankan bahwa pelaku usaha perlu memperkuat kualitas UGC serta mengelola e-WoM secara aktif untuk membangun sikap positif konsumen terhadap layanan photobooth.

The increasing use of the internet and social media has shifted the way Generation Z forms attitudes toward services through electronic word of mouth (e- WoM) and user-generated content (UGC), including photobooth services. This study aims to analyze consumer characteristics, the effect of UGC on attitudes, the effect of e-WoM on attitudes, the mediating role of e-WoM, and to formulate managerial recommendations for photobooth business owners. A survey was conducted among 247 Generation Z respondents in Jabodetabek who actively use Instagram and TikTok and had previously viewed photobooth-related content or reviews, and analyzed using SEM-PLS. The results indicate that UGC has a positive and significant effect on both e-WoM and attitudes. Furthermore, e-WoM has a positive and significant effect on attitudes and significantly mediates the relationship between UGC and attitudes. The findings emphasize that photobooth business owners need to strengthen the quality of UGC and actively manage e- WoM to foster positive consumer attitudes toward photobooth service.