Pengaruh UGC dan Brand Ambassador terhadap Purchase Intention Generasi Z pada FMCG Azarine X Dino SEVENTEEN

Abstract

This study examines the influence of User-Generated Content (UGC) and Brand Ambassador on Generation Z’s Purchase Intention toward Azarine x Dino SEVENTEEN Fast Moving Consumer Goods (FMCG) products. A quantitative approach was employed using a survey of Generation Z consumers in Surabaya who had been exposed to Azarine x Dino SEVENTEEN promotional content. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression. The findings reveal that UGC has a positive and significant effect on Purchase Intention. Brand Ambassador also positively and significantly influences Purchase Intention. Furthermore, UGC and Brand Ambassador jointly exert a positive and significant influence on Purchase Intention. These results indicate that authentic user-created content and the promotional influence of a public figure complement each other in strengthening consumers’ Purchase Intention. This study contributes to the digital marketing literature by providing empirical evidence on the integrated role of UGC and Brand Ambassador in shaping Generation Z consumers’ Purchase Intention within the FMCG sector.