Pengaruh User-Generated Content terhadap Pembentukan Brand Awareness Telkom University di Era Digital
Abstract
Dunia pendidikan saat ini mengalami pergeseran signifikan akibat intervensi internet, yang secara langsung mengubah pola komunikasi digital serta memperbarui strategi dalam membangun citra merek via optimalisasi media sosial. Fenomena ini memicu lahirnya konten buatan pengguna sebagai saluran komunikasi digital yang digerakkan oleh kontribusi sukarela khalayak. Tujuan utama riset ini ialah mendeteksi pengaruh konten buatan pengguna dalam membentuk kesadaran merek Telkom University melalui akun media sosial yang dikelola mahasiswa Telkom University. Pendekatan kuantitatif dengan metode eksplanatif-deskriptif diterapkan dalam studi ini, melibatkan partisipasi sebanyak 106 responden dari kalangan pengikut akun media sosial yang dikelola mahasiswa Telkom University menggunakan teknik probability sampling. Proses pengolahan data primer dilakukan menggunakan perangkat lunak statistik dengan rangkaian pengujian yang mencakup validitas, reliabilitas, statistik deskriptif, pendekatan regresi linear sederhana, uji-t, serta penentuan koefisien determinasi. Berdasarkan hasil analisis, tingkat keterlibatan konten buatan pengguna tergolong tinggi, yakni 79,31%, sejalan dengan capaian kesadaran merek yang juga berada di angka 80,18%. Melalui verifikasi hipotesis, ditemukan bukti bahwa konten buatan pengguna berkolaborasi positif dan signifikan dalam memengaruhi kesadaran merek Telkom University dengan nilai signifikansi 0,000 dan nilai koefisien determinasi mencapai 52,9%. Temuan ini menunjukkan bahwa keterlibatan digital audiens bukan sekadar pendukung, melainkan aset utama bagi perguruan tinggi. Pihak universitas perlu mengadopsi model komunikasi yang lebih interaktif dan partisipatif agar citra merek tetap terjaga dan selalu relevan dengan ekspektasi publik di masa depan.
Keywords:
User-Generated Content, Brand Awareness, Media Sosial, Instagram, Telkom University
References
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Kotler, P., & Keller, K. (2016). Marketing Management (15 ed.). Harlow: Pearson Education.
Li, S., Quan, Y., Xiao, L., Ren, H., & Abinova, A. (2025). Exploring the Influence of Social Media Communication and Brand Image on International Student Enrollment Intentions in Higher Education. Frontiers in Education, 10. doi:10.3389/feduc.2025.1618524
Liao, C.-H. (2024). Applying the Theory of Planned Behavior to Social Media Participation and Digital Content Sharing Behavior. Frontiers in Psychology, 15. doi:10.3389/fpsyg.2024.1445549
Lingling, L., & Ma, B. (2025). User-Generated Content and Consumer Engagement in Social Media Marketing. Journal of Digital Consumer Behavior, 7(1), 25–39.
Masa’deh, R., Al-Henzab, J., Tarhini, A., & Obeidat, B. (2021). The Impact of Social Media Activities on Brand Equity. Information, 12(11), 477–489. doi:10.3390/info12110477
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Putri, S., & Komaryatin, N. (2025). Pengaruh Viral Marketing dan User-Generated Content (UGC) terhadap Purchase Decision Produk Skincare pada Gen Z melalui Brand Awareness sebagai Variabel Mediasi. Jurnal Bisnis dan Komunikasi Digital, 5(1), 44–59.
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Rochefort, T., & Ndlovu, Z. (2024). Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era. Startupreneur Business Digital (SABDA Journal), 3(2), 107–114. doi:10.33050/sabda.v3i2.539
Rozenkowska, K. (2023). Theory of Planned Behavior in Consumer Behavior Research: A Systematic Literature Review. International Journal of Consumer Studies, 47(6), 2670–2700. doi:10.1111/ijcs.12970
Saefudin, I. (2024). Leveraging User-Generated Content As A Marketing Communication Strategy. Jurnal Multidisiplin Sahombu, 4(2), 289–298. doi:10.58471/jms.v4i02
Saputra, D., & Deslia, I. (2025). Digital Marketing Ketan Susu & Kopi Sagara dalam Meningkatkan Brand Awareness. Jurnal Pemasaran dan Bisnis Digital, 3(2), 70–82.
Sen, A., Grad, T., Ferreira, P., & Claussen, J. (2024). (How) Does User-generated Content Impact Content Generated by Professionals? Evidence From Local News. Information Systems Research(67), 45–59. doi:10.1287/mnsc.2023.4962
Sentosa, B., Bangsawan, S., & Wulan, M. (2025). The Impact of Social Media Marketing on College Selection Mediated By Brand Image: Case Study on @officialunila Instagram Account. Journal of Innovation in Management, Accounting and Business, 4(2), 322–335. doi:10.56916/jimab.v4i2.1726
Sheikhi, G., Khan, S., Stoppel, S., Trattner, C., Opdahl, A., Rabbi, F., & Dang-Nguyen, D.-T. (2023). Visual User-Generated Content Verification in Journalism: An Overview. IEEE Access, 11, 2023. doi:10.1109/ACCESS.2023.3236993
Sichach, M. (2023). Uses and Gratification Theory in Digital Media Communication. International Journal of Research and Innovation in Social Science, 7(5), 15–25. doi:10.2139/ssrn.4729248
Sintiya, M., Aziz, N., & Praharjo, A. (2023). The Influence of Electronic Word of Mouth (e-WOM) and Brand Awareness on Purchase Decision. Jurnal Manajemen Bisnis dan Kewirausahaan (JAMANIKA), 3(2), 111–119. doi:10.22219/jamanika.v3i02.27361
Siregar, A., & Diniati, A. (2025). Pengaruh User Generated Content TikTok terhadap Brand Awareness Somethinc pada Generasi Z. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 24(1), 1–14. doi:10.32509/wacana.v24i1.3750
Sitanggang, F., & Hidayat, R. (2018). Pengaruh Electronic Word of Mouth (e-WOM) dan Kualitas Website terhadap Minat Beli (Studi Kasus pada Warunk Upnormal di Kota Bandung). Jurnal Manajemen dan Bisnis, 2(1), 1–12.
Sitepu, E., & Wibowo, S. (2020). Pengaruh Electronic Word of Mouth dan Viral Marketing di Instagram terhadap Minat Berkunjung Wisatawan ke Kota Bandung. eProceedings of Applied Science, 6(2), 1320–1328.
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Sulthanah, M., & Wibowo, S. (2025). Pembuatan Konten Promosi Iklan Produk dalam Meningkatkan Awareness (Studi pada Media Sosial Instagram @ngiklanmurahdotcom Tahun 2024). Jurnal Promosi dan Media Digital, 4(1), 55–69.
Tahir, A., Adnan, M., & Saeed, Z. (2024). The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review. Heliyon(10). doi:10.1016/j.heliyon.2024.e36254
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Akbar, T., & Nurjanah, S. (2023). Brand Awareness and Consumer Perception in Digital Marketing Communication. Journal of Digital Marketing Communication, 5(2), 45–58.
Aksoy, E., & Allahverdi, F. (2025). Social Media Use Motives Explained by Uses and Gratifications Theory. Kültür ve İletişim, 28(1), 231–253. doi:10.18691/kulturveiletisim.1596623
Andani, L. (2025). Strategi Pemasaran Digital Menggunakan User Generated Content dalam Meningkatkan Brand Awareness Wisatawan Lokal pada Dapoer Bali Moela. Jurnal Pariwisata dan Pemasaran Digital, 4(1), 11–25.
Ansari, S., Ansari, G., Ghori, M., & Kazi, A. (2023). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Affairs, 23(2). doi:10.31580/jpvai.v2i2.896
Appel, A., Grewal, L., Hadi, R., & Stephen, A. (2020). The Future of Social Media in Marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. doi:10.1007/s11747-019-00695-1
Araújo, J., Pereira, I., & Santos, J. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). doi:10.3390/admsci13050118
Audina, D., & Sudradjat, R. (2024). Pengaruh Kampanye Media Sosial Instagram terhadap Brand Awareness PaDi UMKM melalui Educative Content. Jurnal Ilmu Komunikasi UHO, 9(2), 115–126.
Aulia, S., Suryani, N., & Pertiwi, I. (2025). Pengaruh User Generated Content dan Electronic Word of Mouth pada Media Sosial TikTok terhadap Minat Beli Produk Wardah di Kota Denpasar. Jurnal Manajemen dan Bisnis Digital, 6(1), 88–102.
Baier, D., Decker, R., & Asenova, D. (2025). User-Generated Content in Marketing: Conceptualization and Research Directions. Schmalenbach Journal of Business Research, 77(1), 419–455. doi:10.1007/s41471-025-00229-2
Bakhtiar, R., & Hidayat, R. (2023). Analisis Social Media Marketing Instagram Pada Telkom Witel Makassar Sulawesi Selatan Tahun 2022. e-Proceeding of Applied Science. 9, pp. 464–472. Telkom University.
Castillo-Villar, F., & Murillo, E. (2025). Industrial Brand Equity: A Systematic Literature Review and Directions for Future Research. Cogent Business & Management, 12(1). doi:10.1080/23311975.2024.2440623
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239–245.
Cornwell, T., Humphreys, M., & Kwon, Y. (2023). Shared Brand Equity. Journal of Advertising, 52(3), 311–329. doi:10.1080/00913367.2022.2131656
DataReportal. (2025, February 18). Digital 2025: Indonesia. Retrieved from DataReportal: https://datareportal.com/reports/digital-2025-indonesia
Dolan, R., Conduit, J., Frethey-Bentham, C., & Goodman, S. (2023). User-Generated Content and Consumer Engagement in Social Media: A Digital Marketing Perspective. Journal of Digital Marketing, 15(2), 101–118.
Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukkan Pasar melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama.
Fatkhurrahman, M., & Wibowo, S. (2023). Pengaruh Konten Pemasaran Media Sosial Instagram terhadap Minat Beli Konsumen (Studi pada Sacha Café Bandung Tahun 2023). Jurnal Pemasaran Digital, 5(2), 77–91.
Firdaus, A. (2025). The Influence of User-Generated Content on Brand Image on Social Media. Journal of Digital Branding and Communication, 4(1), 15–28.
Hagger, M., & Hamilton, K. (2025). Progress on Theory of Planned Behavior Research: Advances in Research Synthesis and Agenda for Future Research. Journal of Behavioral Medicine, 48(1), 43–56. doi:10.1007/s10865-024-00545-8
Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. doi:10.1002/dir.10073
Heryanto, M., & Hidayat, R. (2023). Analisis Konten Social Media Marketing pada Media Sosial Instagram PT. Neuronworks Indonesia Tahun 2022. e-Proceeding of Applied Science. 9, pp. 555–563. Bandung: Telkom University.
Instagram. (2018). @dratel.story. Retrieved from Instagram: https://www.instagram.com/dratel.story/
Irawan, E., & Hidayat, R. (2023). Pengaruh Social Media Marketing Terhadap Brand Awareness Radio MNC Trijaya FM Bandung Melalui Platform Tiktok Tahun 2023. e-Proceeding of Applied Science. 9, pp. 2929–2938. Bandung: Telkom University.
Islam, T., Pitafi, A., Arya, V., Wang, Y., Akhtar, N., & Mubarik, S. (2021). The Impact of Social Media Usage on User Participation Behavior. Current Psychology, 13(1), 1-19. doi:10.1007/s12144-021-02163-1
Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. doi:10.1007/s10796-019-09924-y
Katz, E., Blumler, J., & Gurevitch, M. (1974). Utilization of Mass Communication by the Individual. In J. Blumler, & E. Katz, The Uses of Mass Communications: Current Perspectives on Gratifications Research (pp. 19–32). Beverly Hills: Sage Publications.
Kotler, P., & Keller, K. (2016). Marketing Management (15 ed.). Harlow: Pearson Education.
Li, S., Quan, Y., Xiao, L., Ren, H., & Abinova, A. (2025). Exploring the Influence of Social Media Communication and Brand Image on International Student Enrollment Intentions in Higher Education. Frontiers in Education, 10. doi:10.3389/feduc.2025.1618524
Liao, C.-H. (2024). Applying the Theory of Planned Behavior to Social Media Participation and Digital Content Sharing Behavior. Frontiers in Psychology, 15. doi:10.3389/fpsyg.2024.1445549
Lingling, L., & Ma, B. (2025). User-Generated Content and Consumer Engagement in Social Media Marketing. Journal of Digital Consumer Behavior, 7(1), 25–39.
Masa’deh, R., Al-Henzab, J., Tarhini, A., & Obeidat, B. (2021). The Impact of Social Media Activities on Brand Equity. Information, 12(11), 477–489. doi:10.3390/info12110477
Meltwater. (2025, February 25). Digital 2025: Indonesia. Retrieved from Meltwater: https://www.meltwater.com/en/2025-state-of-social-media
Mustika, F., Ingkadijaya, R., & Mumin, A. (2023). Pengaruh Content Marketing dan User-Generated Content Instagram terhadap Brand Equity pada Konsultan Pariwisata DESMA Center. Jurnal MBI, 17(12), 2919–2926.
Naem, M., & Okafor, S. (2022). The Role of User-Generated Content in Consumer Brand Engagement. In Research Anthology on Social Media Advertising and Building Consumer Relationships (Vol. 5, pp. 304-331). IGI Global. doi:10.4018/978-1-6684-6287-4.ch018
Putri, S., & Komaryatin, N. (2025). Pengaruh Viral Marketing dan User-Generated Content (UGC) terhadap Purchase Decision Produk Skincare pada Gen Z melalui Brand Awareness sebagai Variabel Mediasi. Jurnal Bisnis dan Komunikasi Digital, 5(1), 44–59.
Rai, B. (2025). Social Media Content Quality and Consumer Perception in Digital Marketing. International Journal of Digital Marketing, 8(2), 77–92.
Rochefort, T., & Ndlovu, Z. (2024). Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era. Startupreneur Business Digital (SABDA Journal), 3(2), 107–114. doi:10.33050/sabda.v3i2.539
Rozenkowska, K. (2023). Theory of Planned Behavior in Consumer Behavior Research: A Systematic Literature Review. International Journal of Consumer Studies, 47(6), 2670–2700. doi:10.1111/ijcs.12970
Saefudin, I. (2024). Leveraging User-Generated Content As A Marketing Communication Strategy. Jurnal Multidisiplin Sahombu, 4(2), 289–298. doi:10.58471/jms.v4i02
Saputra, D., & Deslia, I. (2025). Digital Marketing Ketan Susu & Kopi Sagara dalam Meningkatkan Brand Awareness. Jurnal Pemasaran dan Bisnis Digital, 3(2), 70–82.
Sen, A., Grad, T., Ferreira, P., & Claussen, J. (2024). (How) Does User-generated Content Impact Content Generated by Professionals? Evidence From Local News. Information Systems Research(67), 45–59. doi:10.1287/mnsc.2023.4962
Sentosa, B., Bangsawan, S., & Wulan, M. (2025). The Impact of Social Media Marketing on College Selection Mediated By Brand Image: Case Study on @officialunila Instagram Account. Journal of Innovation in Management, Accounting and Business, 4(2), 322–335. doi:10.56916/jimab.v4i2.1726
Sheikhi, G., Khan, S., Stoppel, S., Trattner, C., Opdahl, A., Rabbi, F., & Dang-Nguyen, D.-T. (2023). Visual User-Generated Content Verification in Journalism: An Overview. IEEE Access, 11, 2023. doi:10.1109/ACCESS.2023.3236993
Sichach, M. (2023). Uses and Gratification Theory in Digital Media Communication. International Journal of Research and Innovation in Social Science, 7(5), 15–25. doi:10.2139/ssrn.4729248
Sintiya, M., Aziz, N., & Praharjo, A. (2023). The Influence of Electronic Word of Mouth (e-WOM) and Brand Awareness on Purchase Decision. Jurnal Manajemen Bisnis dan Kewirausahaan (JAMANIKA), 3(2), 111–119. doi:10.22219/jamanika.v3i02.27361
Siregar, A., & Diniati, A. (2025). Pengaruh User Generated Content TikTok terhadap Brand Awareness Somethinc pada Generasi Z. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 24(1), 1–14. doi:10.32509/wacana.v24i1.3750
Sitanggang, F., & Hidayat, R. (2018). Pengaruh Electronic Word of Mouth (e-WOM) dan Kualitas Website terhadap Minat Beli (Studi Kasus pada Warunk Upnormal di Kota Bandung). Jurnal Manajemen dan Bisnis, 2(1), 1–12.
Sitepu, E., & Wibowo, S. (2020). Pengaruh Electronic Word of Mouth dan Viral Marketing di Instagram terhadap Minat Berkunjung Wisatawan ke Kota Bandung. eProceedings of Applied Science, 6(2), 1320–1328.
Smart Insights. (2025, February 14). Global Social Media Research Summary 2025. Retrieved from Smart Insights: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
Sprinklr. (2025, August 29). Social Media Marketing Statistics. Retrieved from Sprinklr: https://www.sprinklr.com/blog/social-media-marketing-statistics/
Stamenković, I., & Mitrović, M. (2024). The Motivation for Using the Social Media Platform TikTok from the Perspective of the Uses and Gratifications Theory. Journal of Education, Humanities and Social Sciences(32), 210–218.
Sulthanah, M., & Wibowo, S. (2025). Pembuatan Konten Promosi Iklan Produk dalam Meningkatkan Awareness (Studi pada Media Sosial Instagram @ngiklanmurahdotcom Tahun 2024). Jurnal Promosi dan Media Digital, 4(1), 55–69.
Tahir, A., Adnan, M., & Saeed, Z. (2024). The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review. Heliyon(10). doi:10.1016/j.heliyon.2024.e36254
Telkom University. (2025, January 1). Official Website Telkom University. Retrieved from Telkom University: https://telkomuniversity.ac.id/
Tyrväinen, O. (2023). Analysis of User-Generated Content in Digital Branding and Consumer Interaction. Journal of Interactive Digital Media, 6(2), 101–118.
We Are Social. (2025, February 25). Digital 2025: Indonesia. Retrieved from We Are Social: https://wearesocial.com/id/blog/2025/02/digital-2025/
Published
2026-05-28
How to Cite
Ramdhani, D., Hidayat, R., & Wulandari, A. (2026). Pengaruh User-Generated Content terhadap Pembentukan Brand Awareness Telkom University di Era Digital. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(2). https://doi.org/https://doi.org/10.36778/jesya.v9i2.2780
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
