CORRELATION OF TRUST AND LOYALTY IN THE UTILIZATION OF USER-GENERATED CONTENT IN INDONESIA

• Main Author: Aulia Ahmad Damiri, Raissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61070
• Institution: Institut Teknologi Bandung

The attractive market in Indonesia influences companies' efforts to penetrate their market through marketing strategies using user-generated content. Our research uses qualitative methodology to measure consumer behaviors covering trust and loyalties as the variables. The use of trust and loyalty aligns with previous research that has analyzed the matter in different locations of samples with contradicting findings. In Indonesia, the study regarding user-generated content utilization is still low, therefore, the samples of data in analyzing the effect of user-generated content is located in Indonesia. Furthermore, to find the reason for user-generated content success, we compare it to the behavior of Indonesia influenced by their backgrounds and values. We found a correlation between customers' trust with user-generated content utilization and the influence of previous experiences to smoothen the marketing effort. Surprisingly, there is also an external factor stimulating the customers’ trust towards the user-generated content with past experiences being the highest factor. However, in terms of the loyalty level, we conclude that loyalty cannot be measured with the influence of user-generated content. Factors such as quality of the products considered to be the most important aspect in determining the customers’ loyalty. Moreover, Indonesian customer behavior revolves around the influence of their backgrounds and personalities. Aspects such as their belief, nationality pride, quality-value, and also power distance highly impact their view on a company's marketing strategies.