User Generated Content and Purchase Intention in Fast Food Consumption: Evidence from Consumers in Bengkulu City

Finone Setiawan; Adi Sismanto; Tezar Arianto; Mimi Kurnia Nengsih; Ade Tiara Yulinda

doi:10.64276/ams.v1i4.100

Authors

Finone Setiawan Universitas Muhammadiyah Bengkulu
Adi Sismanto Universitas Muhammadiyah Bengkulu
Tezar Arianto Universitas Muhammadiyah Bengkulu
Mimi Kurnia Nengsih Universitas Muhammadiyah Bengkulu
Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.64276/ams.v1i4.100

Keywords:

User Generated Content, Purchase Intention, Fast Food, Digital Marketing, Consumer Behavior

Abstract

User Generated Content (UGC) has become a dominant factor influencing consumer decision-making in the digital era, particularly within the fast-food industry. This study aims to analyze the effect of UGC on purchase intention among fast-food consumers in Bengkulu City. A quantitative approach was employed using survey data collected from consumers who actively engage with food-related content on social media. The data were analyzed using simple linear regression to test the proposed hypothesis. The findings indicate that UGC has a positive and significant effect on purchase intention. Consumers tend to trust authentic reviews, images, and experiences shared by other users, which reduces uncertainty and enhances buying interest. Visual and interactive content strengthens emotional engagement and increases consumer confidence. The study highlights the importance of encouraging customer participation in content creation to enhance marketing effectiveness and competitive advantage in the fast-food industry

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