PENGARUH BRAND GENERATED CONTENT DAN BRAND AUTHENTICITY TERHADAP SUSTAINABILITY BUSINESS DALAM PERSPEKTIF BISNIS SYARIAH (Studi Pada Kosumen UMKM Di Bandar Lampung)

IRFAN, HAQIQI (2026) PENGARUH BRAND GENERATED CONTENT DAN BRAND AUTHENTICITY TERHADAP SUSTAINABILITY BUSINESS DALAM PERSPEKTIF BISNIS SYARIAH (Studi Pada Kosumen UMKM Di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatar belakangi oleh belum terjaminnya keberlanjutan usaha pada UMKM di tengah pesatnya perkembangan pemasaran digital dan meningkatnya persaingan bisnis. Meskipun UMKM telah memanfaatkan media sosial melalui Brand Generated Content untuk mempromosikan produknya, upaya tersebut belum tentu mampu menciptakan keberlanjutan usaha dalam jangka panjang. Selain itu, masih terdapat ketidakpastian mengenai sejauh mana Brand Generated Content dan Brand Authenticity dapat memengaruhi Sustainability Business dalam perspektif bisnis syariah. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Generated Content dan Brand Authenticity terhadap Sustainability Business pada konsumen UMKM di Kota Bandar Lampung dalam perspektif bisnis syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan konsumen UMKM di Bandar Lampung. Data dikumpulkan melalui kuesioner daring menggunakan Skala Likert dan dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS versi 32. Hasil penelitian menunjukkan bahwa Brand Generated Content tidak berpengaruh signifikan terhadap Sustainability Business dengan nilai signifikansi sebesar 0,083 (> 0,05). Sementara itu, Brand Authenticity berpengaruh positif dan signifikan terhadap Sustainability Business dengan nilai signifikansi sebesar 0,000 (< 0,05). Secara simultan, Brand Generated Content dan Brand Authenticity berpengaruh signifikan terhadap Sustainability Business. Hasil uji koefisien determinasi menunjukkan nilai R Square sebesar 0,652 yang berarti bahwa 65,2% variasi Sustainability Business dapat dijelaskan oleh kedua variabel tersebut, sedangkan sisanya sebesar 34,8% dipengaruhi oleh faktor lain di luar penelitian. Dalam perspektif bisnis syariah, penelitian menunjukkan bahwa keberlanjutan usaha lebih dipengaruhi oleh Brand Authenticity dibandingkan Brand Generated Content. yang tercermin melalui kejujuran, amanah, transparansi, dan konsistensi sehingga mampu meningkatkan kepercayaan konsumen dan mendukung keberlanjutan usaha secara berkelanjutan Kata Kunci : Brand Generated Content, Brand Authenticity, Sustainability Business, UMKM, Bisnis Syariah. ABSTRACT his study was motivated by the lack of guaranteed business sustainability among MSMEs amid the rapid development of digital marketing and increasing business competition. Although MSMEs have utilized social media through Brand-Generated Content to promote their products, these efforts do not necessarily ensure long term business sustainability. Furthermore, there remains uncertainty regarding the extent to which Brand-Generated Content and Brand Authenticity can influence business sustainability from a sharia business perspective. This study aims to analyze the influence of Brand-Generated Content and Brand Authenticity on business sustainability among MSME consumers in Bandar Lampung from a sharia business perspective. This study employs a quantitative approach using a survey method involving 100 respondents who are SME consumers in Bandar Lampung. Data were collected via an online questionnaire using a Likert scale and analyzed using multiple linear regression with IBM SPSS version 32. The results of the study indicate that Brand-Generated Content does not have a significant effect on Business Sustainability, with a significance value of 0.083 (> 0.05). Meanwhile, Brand Authenticity has a positive and significant effect on Business Sustainability, with a significance value of 0.000 (< 0.05). Taken together, BGC and Brand Authenticity have a significant effect on business sustainability. The coefficient of determination test yielded an R-squared value of 0.652, meaning that 65.2% of the variation in business sustainability can be explained by these two variables, while the remaining 34.8% is influenced by other factors outside the scope of this study. From a sharia business perspective, the study indicates that business sustainability is more strongly influenced by Brand Authenticity than by Brand-Generated Content. This is reflected through honesty, trustworthiness, transparency, and consistency, which in turn enhance consumer trust and support sustainable business practices. Keywords: Brand Generated Content, Brand Authenticity, Sustainability Business, MSMEs, Islamic Business.

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