The Effectiveness of User Generated Content Through Value Perception in Increasing Interest in Choosing Private Universities in Riau

Abstract

The development of digital technology has changed the way prospective students obtain information about universities. One increasingly important form of digital communication is User Generated Content (UGC), which is content produced by students, alumni, and the general public through social media. Official university promotions are perceived as less authentic than this user generated content. This study uses perceived value as a mediating variable to assess how well user generated content increases intention to choose a private institution in Riau Province. A total of 150 prospective students were surveyed as part of this quantitative investigation. A purposive survey method was used. For data analysis, SmartPLS 3 software was used. With a route coefficient of 0.557, intention to choose with a coefficient of 0.287, and perceived value with a coefficient of 0.809, the findings indicate a positive impact of user-generated content. These results also indicate that perceived value plays a mediating role in the relationship between intention to choose and user-generated content. Consequently, prospective students' perceptions of the value of private universities increase along with the authenticity, credibility, relevance, usefulness, and interactivity of information provided by students and alumni, thus increasing their intention to choose that institution.