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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Enrico Bayu Aji
Universitas Dian Nuswantoro
Economics, Econometrics & Finance

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Social Media Marketing Dan Influencer Marketing Terhadap Partisipasi Investor Cryptocurrency: Peran Pengetahuan In-vestasi Sebagai Variabel Intervening Enrico Bayu Aji; Vincent Didiek Wiet Ariyanto; Awanis Linati Haziroh; Adilla Kustya Ulfa
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.11069

Abstract

This study investigates the influence of Social Media Marketing and Influencer Marketing on Cryptocurrency Investor Participation, with Investment Knowledge as an intervening variable. Using purposive sampling, data were collected through online questionnaires from individuals who have invested in crypto assets. The analysis was performed using PLS-SEM with SmartPLS 4.0. The findings indicate that both Social Media Marketing and Influencer Marketing positively affect Investment Knowledge. However, Influencer Marketing does not directly influence Investor Participation, and becomes significant only when mediated by Investment Knowledge. In contrast, Social Media Marketing does not affect participation even through the mediation of knowledge. These results suggest that digital marketing and influencers are more effective in enhancing investor knowledge rather than directly encouraging investment actions. Greater understanding of risks, transactions, and potential returns increases investors’ confidence to participate in Cryptocurrency investments.
Co-Authors Adilla Kustya Ulfa Awanis Linati Haziroh Vincent Didiek Wiet Ariyanto