ANALISIS EFEKTIVITAS KONTEN BUATAN PENGGUNA (UGC) DAN KONTEN BUATAN PERUSAHAAN (FGC) DALAM MEMBANGUN KEPERCAYAAN KONSUMEN TERHADAP MEREK DI ERA DIGITAL

This study examines the comparative influence of User-Generated Content (UGC) and Firm-Generated Content (FGC) on consumer trust in Indonesia's digital market. Data were collected through an online survey of 100 students in Bandung using a descriptive quantitative approach. The instrument consisted of 26 questions related to UGC, FGC, and consumer trust indicators. Data analysis was conducted using validity and reliability tests, descriptive statistics, and Structural Equation Modeling (SEM) with SPSS AMOS. The results show that both UGC and FGC positively impact consumer trust. UGC is considered more authentic as it reflects actual user experiences, while FGC is seen as more professional and consistent, thereby enhancing brand credibility. The positive correlation between the two suggests that UGC and FGC can complement each other in marketing strategies. The study recommends that companies integrate UGC and FGC to create optimal synergy in building consumer trust and strengthening competitiveness in the digital era. Keyword: User-Generated Content, Firm-Generated Content, consumer trust, digital marketing, brand strategy