The Influence of User-Generated Content (UGC) and Electronic Word-of-Mouth (E-WOM) on Purchasing Decisions through Brand Image At Sens Hotel & Spa Ubud
DOI:
https://doi.org/10.55681/economina.v5i6.2933Keywords:
User-Generated Content, Electronic Word Of Mouth, Purchasing Decisions, Brand ImageAbstract
he Room Occupancy Rate (TPK) of starred and non-starred hotels in Bali Province in the period March 2024 to March 2025 was recorded at 52.71% while non-starred hotels were at 38.44%. This percentage experienced a significant increase in October 2024, where the ROC for starred hotels reached 64.37% and for non-starred hotels 43.94%. This increase indicates post-pandemic recovery and increased tourist interest during the peak season. However, in 2025, the ROC experienced a gradual decline. In February 2025, the estimated ROC for starred hotels showed a figure of ±51.62% and for non-starred hotels ±36.35%, then decreased again in March 2025 to 46.61% for starred hotels and 35.71% for non- starred hotels. This decline shows that even though Bali's hotel industry has recovered, maintaining occupancy levels remains a challenge, especially outside the holiday season. Consumer expectations of digital services and information when choosing accommodations can be one of the causes of these fluctuations. This study aims to examine and analyze the influence of user-generated content (UGC) and electronic word of mouth (E-WOM) on purchasing decisions through brand image as a mediating variable. The analysis method carried out quantitatively by distributing questionnaires which then be analyzed using the Structural Equation Model (SEM). The results of this study indicate that User-Generated Content (UGC), Electronic Word of Mouth (E-WOM), and Brand Image have a positive but insignificant effect on purchase decisions. Furthermore, User-Generated Content (UGC) and Electronic Word of Mouth (E-WOM) have a positive and significant effect on Brand Image. Additionally, User- Generated Content (UGC) and Electronic Word of Mouth (E- WOM) have a positive and significant indirect effect on purchase decisions through Brand Image as a mediating variable.
Downloads
References
Andarsari, F. D., & Suryadi, N. (2024). Understand the role of user-generated content on purchase intention of ChatGPT premium in undergraduate student. International Journal of Research in Business and Social Science, 13 (3), pp. 97 – 108.
Andrian, A., Putra, C. I. W., Jumawan, J., & Nursal, F. (2022). Perilaku Konsumen. Malang: Rena Cipta Mandiri.
Aqil, N. M. (2025). The Influence Of User Generated Content And Electronic Word Of Mouth On Purchasing Decisions At Jatinangor House Through Brand Image As An Intervening Variable. International Journal of Current Economics & Business Ventures, 5 (2), pp. 602 – 628.
Azzahro, N. (2023). Aktivitas Pelanggan Dalam Pembuatan Usergenerated Content (Ugc) Pada Akun Instagram @Rummahgoa. Skripsi, Universitas Islam Negeri Syarif Hidayatullah: Jakarta.
Benhardya, K. A., Hardiyansyaha, H., Putrantoa, A., & Ronadia, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, pp. 3425 – 3432.
Christine, C., Situmorang, S. H., & Sembiring, B. K. F. (2024). User Generated Content (UGC) to Visit and Purchase Intention: Literature Review. Jurnal Akutansi Manajemen Ekonomi Dan Kewirausahaan, 4 (2), hal. 108 – 120.
Dewi, E. P. (2023). Pengaruh Paparan Isi Informasi Konten User Generated Content (Review) di Platform Youtube Terhadap Keputusan pembelianProduk Avoskin (Studi Pada Subscriber Tasya Farasya). Skripsi, Universitas Semarang: Semarang.
Dwisuardinata, I. B. N., & Darma, G. S. (2023). The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali. Binus Business Review, 14 (1), pp. 1 – 11.
Gupta, S. (2022). The Influence of User-Generated Content on Consumer Purchase Decisions: An Empirical Study. International Journal of Early Childhood Special Education, 14 (5), pp. 8918 – 8922.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Edisi ke-3). Thousand Oaks, CA: Sage Publications.
Islam, M. A., Kaium, M. A., Zahan, I., & Rahman, M. S. (2024). Does user-generated content trigger university graduates’ online purchase intention? Mediating role of brand image. Asian Management and Business Review, 4 (1), pp. 105 – 121.
Jesselyn, E., & Sari, W. P. (2023). Analisis Regresi User Generated Content terhadap Brand Image Produk Skintific di Aplikasi TikTok Untuk Generasi Z. Prologia, 8 (1), hal. 184 – 193.
Jusika, A., Afwa, A., & Puspita, A. (2024). The Influence Of Brand Image And E-Service Quality On Purchase Decisions Generation Z At E-Commerce Shopee In Pekanbaru. e-Jurnal Apresiasi Ekonomi, 12 (1), pp. 90 – 98.
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5 (2), pp 100 – 110.
Minanda, H., Ulya, B. N., & Nita, K. S. (2023). Analisis Pengaruh Electronic Word Of Mouth (E-WOM) Terhadap Brand Image Dan Keputusan Berkunjung Ke Gili Trawangan Lombok. Open Journal Systems, 17 (10), hal. 2385 – 2392.
Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2022). Konsep Dasar Structural Equation Model- Partial Least Square (Sem-Pls) Menggunakan Smartpls. Tangerang Selatan: Pascal Books.
Nafiah, U., & Himmati, R. (2023). Pengaruh Marketing Mix, Lifestyle, dan E-WOM Terhadap Brand Image Perusahaan Provider Telekomunikasi di Indonesia Era Digitalisasi Ekonomi: Studi Kasus Pada Mahasiswa Aktif Prodi MBS FEBI UIN SATU Angkatan 2018. Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5 (4), hal. 1700 – 1710.
Nasrullah, M., Remmang, H., & Chahyono, C. (2023). Manajemen Pemasaran Iklan Media Sosial Dan Brand Image Di Era Digitalisasi. Makassar: Chakti Pustaka Indonesia.
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., Phuc, N., & Tran, N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10 (11), pp. 1 – 15.
Nguyen, V. T., Tran, T. H. D., & Ngo, T. X. B. (2022). The Influence of Brand Equity on Customer Purchase Decision: A Case Study of Retailers Distribution. Journal of Distribution Science, 20 (2), pp. 11 – 18.
Niazi, S., Kasheer, M., Hameed, R. M., Ullah, I., Zafar, G., Khan, W. A., Shakeel, R., & Nisar, H. (2025). Impact Of User Generated Content Ugc And firm generated Content Fgc On Brand Trust, Brand image, Perceived Quality And Brand Loyalty In the Pakistani fashion Industry. Policy Research Journal, 3 (4), pp. 404 – 424.
Nursal, M. F., Rianto, M. R., Rohaeni, H., & Saputra, F. (2023). Pengaruh Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian Melalui Minat Beli Pada Jasa Transportasi Online Maxim di Kota Bekasi. Jurnal Manajemen dan Pemasaran Digital, 1 (3), hal. 111 – 118.
Paundra, G. S. A., Nasution, N. L., & Zufrie, Z. (2024). The Effect of Electronic-Work Of Mouth (E-WOM), Price, Service Quality And Discounts On Consumer Shopping Interest In E-Commerce Tokopedia Labuhanbatu Regency. Management Studies and Entrepreneurship Journal, 5 (2), hal. 9485 – 9495.
Putra, T., & Secapramana, L. V. H. (2025). The Effect of Social Media Marketing, E-WOM, Brand Awareness, and Brand Image on Purchase Intention. Dinasti International Journal of Management Science, 6 (6), pp. 1406 – 1413.
Putri, B. Y. A., Yanuar, T., & Hilmy, M. R. (2021). Pengaruh Komunikasi Sosial Media Firm Created Content Dan User Generated Content, Word Of Mouth Terhadap Brand Image Dan Brand Attitude Pelanggan Klinik Kehamilan Sehat. Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal, 11 (3), hal. 631 – 642.
Putri, D. E., Sudirman, A., Suganda, A. D., Kartika, R. D., Martini, E., Susilowati, H., Bambang, B., Trenggana, A. F. M., Zulfikar, R., Handayani, T., Kusuma, G. P. E., Triwardhani, D., Rini, N. K., Pertiwi, W. N. B., & Roslan, A. H. (2021). Brand Marketing. Bandung: Widina Bhakti Persada.
Putri, V. J. (2020). Pengaruh User-Generated Content (UGC) Dan Kualitas Produk Terhadap Minat Beli Konsumen Dapur Mbok Sarminah. Performa, 5 (2), hal. 95 – 102.
Rahardjo, S. & Gudnanto. (2022). Pemahaman Individu Teknik Nontes. Jakarta: Prenada Media.
Rahayu, S., & Afrilliana, N. (2021). Perilaku Konsumen. Palembang: Penerbit Anugrah Jaya.
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount. European Journal of Business and Management Research, 7 (2), pp. 139 – 148.
Subkhan, F., & Barrygian, F. (2024). Pengaruh Brand Awareness, Brand Image, dan Brand Personality terhadap Keputusan Pembelian Layanan Hiburan Digital Subscription Video on Demand (SVOD). Jurnal Administrasi Bisnis, 13 (1), hal. 72 – 83.
Sugiyono. (Eds.). (2020). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Suparto, L. M., Kurnadi, H. K., Kusumadewi, R. N., & Ristiana, D. (2024). The Effect of User Generated Content and Promotion Mediated by Influncer on Purchasing Decisions (Study on Shopee Users in Majalengka Regency). Finance and Business Management Journal, 2 (1), pp. 14 – 26.
Tingga, C. P., Sholihat, W., Susanto, P. C., Handayani, T., Junaedi, I. W. R., Putra, I. K. A. M., Utami, M. A. J. P., Wardhana, A., Pertiwi, W. N. B., Grace, E., Martini, E., & Jasfalini, S. (2022). Seni Pemasaran Kontemporer. Media Sains Indonesia: Bandung.
Tinonetsana, F., Rawjee, V. P., & Govender, J. P. (2025). Influence of electronic word of mouth during consumer buying decisions in South Africa. International Journal of Business Ecosystem & Strategy, 7 (2), pp. 43 – 52.
Vera, R. M. D. (2024). The Content Effectiveness of User-Generated Content on the Purchasing Decisions of Consumers. Latin American Business and Sustainability Review, 1 (1), pp. 49 – 58.
Wangsa, I. N. W., Rahanatha, G. B., Yasa, N. N. K., & Dana, I. M. (2022). The Effect of Sales Promotion on Electronic Word of Mouth and Purchase Decision (Study on Bukalapak Users in Denpasar City). European Journal of Business and Management Research, 7 (2), pp. 176 – 182.
Wardhana, A. (2024). Brand Management in The Digital Era – Edisi Indonesia. Purbalingga: Eureka Media Aksara.
Wardhana, A. (2024). Consumer Behavior in The Digital Era 4.0 – Edisi Indonesia. Purbalingga: Eureka Media Aksara.
Wardhana, H. W., Wahab, Z., Shihab, M. S., & Yuliani, Y. (2021). Pengaruh Electronic Word Of Mouth (E-WOM) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen Pada E-Commerce Zalora dengan Brand Image Sebagai Variabel Mediasi. Jurnal Ilmiah Manajemen, 7 (3), hal. 431 – 445.
Wijaya, V. L., Muljani, N., & Koesworo, Y. (2021). Pengaruh E-WOM Dan Brand Awareness Terhadap Brand Image Dalam Menimbulkan Purchase Intention Di Traveloka Pada Generasi Milenial Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 10 (2), hal. 101 – 109.
Wulandari, A., & Mulyanto, H. (2024). Keputusan pembelian Konsumen. Bekasi: Kimshafi Alung Cipta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL ECONOMINA
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
