The Influence of Influencer Marketing on Purchase Intention Mediated by Social Media Engagement and Social Media Usage on Electric Motorcycles in Bandung City

Fery Firmansyah; Eka Septiarini

doi:10.55927/fjmr.v5i8.182

Authors

Fery Firmansyah Jenderal Achmad Yani University
Eka Septiarini Jenderal Achmad Yani University

DOI:

https://doi.org/10.55927/fjmr.v5i8.182

Keywords:

Influencer Marketing, Purchase Intention, Social Media Engagement, Social Media Usage, Electric Motorcycles

Abstract

This study aims to investigate the effects of "influencer marketing on purchase intention, mediated by social media engagement and social media usage, among electric motorcycle consumers in Bandung.” The study used a survey with 162 respondents and a quantitative methodology, selected through purposive sampling. A questionnaire was used to gather the data, and linear regression was used for analysis, the Sobel test, and hypothesis testing with SPSS. The results show that influencer marketing and social media engagement have a positive effect on purchase intention, and social media engagement was found to mediate this relationship. Conversely, social media usage was not found to act as a mediator. This study contributes to digital marketing strategies for the electric motorcycle industry.

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