Examining the Effects of Digital Content Strategies on Consumer Post Purchase Behavior: Evidence from The Originote Skincare Users in Indonesia
Prapdopo , Surahman , Sofi Nurfadilla , Sarwo Eddy Wibowo , Christie Stephanie Piar

Politeknik Negeri Samarinda

Abstract

This study aims to determine what influence marketing content such as user generated content, firm created content and influencer generated content has on post purchase behavior towards the use of The Originote skincare. This study uses the role of perceived value, perceived credibility and purchase decision as intervening variables whether it will show a significant effect on post purchase behavior. This research uses the Structural Equation Modeling method using SPSS and AMOS software. The number of samples in this study were 190 participants in Indonesia using random sampling techniques. The results of this study indicate that there are 9 accepted hypotheses, namely user generated content on perceived value, firm created content on perceived value, influencer generated content on perceived value, user generated content on perceived credibility, perceived value on perceived credibility, perceived credibility on purchase decision, purchase decision on post purchase behavior and influencer generated content on perceived credibility. Also, there are 5 hypotheses denied or rejected such are firm created content on perceived credibility, influencer generated content on perceived credibility, perceived value on purchase decision, user generated content on purchase decision and firm created content on purchase decision

Keywords: User Generated Content, Firm Created Content, Influencer Generated Content, Perceived Value, Perceived Credibility, Purchase Decision, Post Purchase Behavior, skincare, The Originote.

Topic: Digital Industry 4.0