THE INFLUENCE OF USER-GENERATED CONTENT ON BRAND EQUITY AND PURCHASE INTENTION OF THE LAFIYE BRAND AMONG GENERATION Z
Abstract
The rise of Muslim fashion has prompted local brands to innovate in terms of design and marketing in order to meet the diverse preferences of consumers. User-generated content is a marketing strategy that aims to increase credibility and consumer trust through content created by users. This study aims to determine the effect of user-generated content on brand equity and purchase intention of the Lafiye brand among Generation Z women in the Greater Jakarta area. The research uses a quantitative approach by distributing questionnaires from May to June 2025 in a hybrid manner. The sample in this study consisted of 130 respondents determined using purposive sampling techniques. The data was then analyzed using validity tests, reliability tests, descriptive analysis, and SEM-PLS using Microsoft Excel 2010, SPSS 26, and SmartPLS 4.0 software. The results showed that user-generated content had a positive and significant effect on brand equity and user-generated content had a positive and significant effect on purchase intention. Content that contains positive values and provides benefits to consumers is highly recommended to strengthen brand equity and increase purchase intention.
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Halim, E. M., & Candraningrum, D. A. (2021). The Influence of User-Generated Content Towards Somethinc Skincare Purchase Intention. Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 570(Icebsh), 831–836. https://doi.org/10.2991/assehr.k.210805.131
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Latifa, A. A. (2024). Analisis Media Monitoring terhadap Brand Fashion Muslim Lokal Lafiye melalui Tiktok dan X. Jurnal Bisnis Dan Komunikasi Digital, 1(3), 12. https://doi.org/10.47134/jbkd.v1i3.2713
Mahmud, Y., J.Paat, C., & Lesawengan, L. (2020). Jilbab Sebagai Gaya Hidup Wanita Modern di Kalangan Mahasiswi Fakultas Ilmu Sosial dan Politik Universitas Sam Ratulangi. Jurnal Holistik, 13(3), 1–14.
Putri, F., & Hendratami, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5), 672–680. https://doi.org/10.20473/vol9iss20225pp672-680
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Sultan, B. (2023). the Contributions of Islamic and Institutions to Modern Indonesian.
Pagaruyuang Law Journal, 7(1), 207–221. https://doi.org/10.31869/plj.v7i1.4567 Tsaqifah, Z., & Rahmawati, L. (2023). The Influence of Social Media Marketing Electronic Word of Mouth, and Brand Image through Social Media TikTok on Purchase Intention of Lafiye Hijab Products. Proceeding International Conference on Information Technology and Business, 71–75. https://jurnal.darmajaya.ac.id/ index.php/ icitb/article/view/3981
Wang, J. (2024). TikTok under Marketing Saturation: Comprehensive Analysis of User- Generated Content (UGC) Marketing. Advances in Economics, Management and Political Sciences, 85(1), 85–91. https://doi.org/10.54254/2754-1169/85/20240848
Welsa, H., Dwi Cahyani, P., & Alfian, M. (2022). Pengaruh online customer review, social media marketing dan kemudahan terhadap keputusan pembelian secara online melalui marketplace. Jurnal Manajemen, 14(2), 416–424. https://doi.org/10.30872/jmmn.v14i2.11038
Widhiyanto, F. (2022). Konsumsi Busana Muslim di Indonesia Capai US$ 20 M. Https://Investor.Id/. https://investor.id/business/291601/konsumsi-busana-muslim-di- indonesia-capai-us-20-m
Published
2025-10-16
How to Cite
AYUN, Tresya Hesi Qurrata; MUTASOWIFIN, Ali.
THE INFLUENCE OF USER-GENERATED CONTENT ON BRAND EQUITY AND PURCHASE INTENTION OF THE LAFIYE BRAND AMONG GENERATION Z.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 1233-1244, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3460>. Date accessed: 15 may 2026.
Section
Articles
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