PENGARUH USER-GENERATED CONTENT DAN FIRM-GENERATED CONTENT DALAM KOMUNIKASI MEDIA SOSIAL TERHADAP BRAND EQUITY ZAP CLINIC (Survei Followers TikTok @zapclinic)

Zahra Malikha, . (2026) PENGARUH USER-GENERATED CONTENT DAN FIRM-GENERATED CONTENT DALAM KOMUNIKASI MEDIA SOSIAL TERHADAP BRAND EQUITY ZAP CLINIC (Survei Followers TikTok @zapclinic). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study is motivated by the increasing use of TikTok as a marketing communication platform that enables both companies and users to shape consumers' perceptions of a brand. TikTok not only serves as a medium for companies to deliver information about products and services through Firm-Generated Content (FGC) but also provides a platform for users to share their experiences, reviews, and recommendations through User-Generated Content (UGC). The presence of these two types of content creates dynamic interactions between companies and users in the digital marketing communication process. Such interactions have the potential to influence consumers' perceptions of a brand and contribute to the development of Customer-Based Brand Equity. This study aims to examine the influence of User-Generated Content and Firm-Generated Content in social media communication on the Customer-Based Brand Equity of ZAP Clinic among followers of the @zapclinic TikTok account. This research is based on the Elaboration Likelihood Model (ELM), which explains that consumers' perceptions are shaped through message processing via the central route and peripheral route. A quantitative approach with a survey method was employed, involving 408 respondents who were followers of the @zapclinic TikTok account. The sampling technique used was purposive sampling, while the data were analyzed using multiple linear regression with IBM SPSS Statistics 25. The findings indicate that both User-Generated Content and Firm-Generated Content have a positive and significant influence on ZAP Clinic's Customer-Based Brand Equity, both partially and simultaneously. Furthermore, User-Generated Content has a more dominant influence than Firm-Generated Content. The results suggest that the combination of user-generated and firm-generated content constitutes an effective social media communication strategy for building Customer-Based Brand Equity.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411166] [Pembimbing: Uljanatunnisa] [Penguji 1: Drina Intyaswati] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: User-Generated Content, Firm-Generated Content, Customer-Based Brand Equity, TikTok, Elaboration Likelihood Model.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ZAHRA MALIKHA
Date Deposited: 07 Sep 2026 02:04
Last Modified: 07 Sep 2026 02:04
URI: http://repository.upnvj.ac.id/id/eprint/53869

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