User-Generated Content (UGC) Influences on Purchase Intention Using Mobile Food Ordering Apps (MFOAs)

User-Generated Content (UGC) is a marketing strategy frequently employed by companies that pay influencers or even regular people to create and upload social media content about a product. This method is commonly believed to be more effective than using celebrities to advertise a product, as most people consider user-generated content more natural and trustworthy. They were additionally supported by the exponential development of social media users over the past decades. In the past few years, Mobile Food Ordering Applications (MFOA) have also increased in popularity alongside the advancement of technology. It is due to the convenience of obtaining sustenance without traveling elsewhere. This research is conducted to ascertain the impact of user-generated content on the sales of mobile food ordering applications. As a statistical method, the study employs Structural Equation Modeling with the aid of SmartPLS. This study also utilizes SPSS to identify and eradicate data outliers. Only 106 of the 148 data collected through the purposive sampling method are eligible for use in this study. From January to February 2023, a questionnaire was distributed to individuals residing in Indonesia. This study has six variables, and seven hypotheses had significant influences.