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All Journal Jurnal Ilmu Manajemen (JIM) International Journal of Local Economic Governance PROFIT : Jurnal Administrasi Bisnis Journal of Business Management Education (JBME) JESS (Journal of Educational Social Studies) Journal of Medives Sinkron : Jurnal dan Penelitian Teknik Informatika JMPM: Jurnal Matematika dan Pendidikan Matematika BAREKENG: Jurnal Ilmu Matematika dan Terapan JTAM (Jurnal Teori dan Aplikasi Matematika) Applied Information System and Management Owner : Riset dan Jurnal Akuntansi QARDHUL HASAN: MEDIA PENGABDIAN KEPADA MASYARAKAT Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Ensiklopedia of Journal Management Studies and Entrepreneurship Journal (MSEJ) REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer PINISI Discretion Review BERNAS: Jurnal Pengabdian Kepada Masyarakat International Journal of Environmental, Sustainability, and Social Science Jurnal Riset dan Aplikasi Mahasiswa Informatika (JRAMI) KARYA: Jurnal Pengabdian Kepada Masyarakat Journal Of World Science Jurnal Audit dan Perpajakan Journal of Islamic Education Studies J-ENSITEC (Journal of Engineering and Sustainable Technology) Jurnal Rekayasa Komputasi Terapan Jurnal Pengabdian Masyarakat Bangsa Kapas: Kumpulan Artikel Pengabdian Masyarakat El-Mujtama: Jurnal Pengabdian Masyarakat Seminar Nasional Riset dan Teknologi (SEMNAS RISTEK) Tahdzib Al-Akhlaq Jurnal Pendidikan Islam
Ari Irawan
STMIK Amikom Yogyakarta
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Journal : PINISI Discretion Review

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From Social Media to Showroom: How Hyundai Leverages Influencer Marketing to Shape Consumer Purchase Decisions and Brand Image Sanawiri, Brillyanes; Siregar, Marsa Malikiya; Irawan, Ari; Agusti, Rosalita Rachma; Sumantri, Bambang Agus
PINISI Discretion Review Volume 9, Issue 1, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i1.77515

Abstract

This study aims to analyze the influence of influencer marketing and social media marketing on brand image and purchase decision, with brand image as a mediating variable. The theories used in this study include source credibility, self-congruity, and stimulus-organism-response, which explain how these two digital marketing variables affect consumer perceptions and their decision-making. The research uses a structured survey approach in the automotive sector, with Partial Least Squares-Structural Equation Modeling (PLS-SEM) as the analysis technique. The results show that influencer marketing and social media marketing have a significant positive impact on brand image and purchase decision. Brand image is proven to mediate the relationship between influencer marketing, social media marketing, and purchase decision, confirming the important role of brand image in the consumer decision-making process. These findings support the relevance of the theories used in digital marketing. Practically, the results of this study have implications for companies to prioritize the credibility and congruence between influencers and brands in their social media marketing strategies. The research also highlights the importance of transparency in influencer collaborations to build consumer trust. Limitations of the study include the use of data collected at a single point in time, which limits the ability to draw causal conclusions, as well as the automotive industry context, which may affect generalizability. Future research is recommended to use longitudinal or experimental designs to explore the negative effects of influencer marketing and social media marketing.
Co-Authors Adi Santoso Aditya, Dedy Yusuf Afrizal, Reza Ahmad Suryadi, Ahmad Akbar Muchbarak Akbar, Muhammad Reza Alusyanti Primawati Ambar Tri Hapsari Aminullah Aminullah, Aminullah Anggara, Argy Anggono Anggono, Anggono Ardhi Dinullah Baihaqie Dinullah Baihaqie Asma, Fery Rahmawan Astuty, Fuji Aswin Fitriansyah, Aswin Aulia Ar Rakhman Awaludin Awaludin Awaludin, Awaludin Bachtiar, Yoga Bambang Agus Sumantri, Bambang Agus Benius, Benius Berlian, Brigita Cahyadi, Jaka Sasmita Darmawan, Rahman Datubara, Kesia Dini, Siti Draini, Osi Eka Hartati Eva Banowati Fahrurozie, Azil Farida Farida Fatmariani Fatmariani, Fatmariani Febriyanti , Chatarina Febriyanti, Chatarina Gita Kencanawaty, Gita Halimatussa'diah, Halimatussa'diah Handayani, Shinta Dwi Hari Mulyadi, Hari Henny Zurika Lubis Hulu, Arsid Sarif Indriasari, Felda Irma Wahyuni Isronaldi, Raden Muhammad Damar JULIZAL, JULIZAL Kemai, Antonius Hendra Larasati, Pramitha Dwi Michael Jaya, Michael Mira Lestira Hariani Moh. Solehatul Mustofa Muhamad Irsan Muhammad Akrom Muhammad Tri Habibie Muharam, Hari Muharam, Muhammad Fachri Nasution, Siti Aisyah Nasyua, Shavira Destia Nazmi, Hendra Normalina Normalina, Normalina Nugraha, Muhammad Lutfi Nurlayla, Indah Nursyawal Nacing Oktavianus Oktavianus Ovami, Debbi Chyntia Pertiwi, Sri Rejeki Retna pradhito, tegar naufal Prahmana, Alfit Jian Prasetya, Rendi Prasetyo, Lukas Arief Prasetyo, Widodo Adip Pratama, Aditia Putra, Muhammad Daffa Ario Rafiano, Orhan Rahayu, Wanti Rahnita Nuzulah Ramadhany, Andi Aulya Raysharie, Puput Iswandyah Rendy Setiawan Rika, Rika Rina Maryanti Rosalita Rachma Agusti Sanawiri, Brillyanes Saputra, Ahmad SEBAYANG, Minda Septianto, Tri Arief Septiono, Telly Setianto, Erwan Shita Tiara Sihombing, Dea Elisa Sinaga, Annisa Nauli Siregar, Marsa Malikiya Siregar, Melinda Sukma, Mellyana Noorlhayatie Sumardi . Suryawan, Syaiful Bahri Sutrisno, Sutrisno Tama, Bayu Jaya Tarwiyah, Tarwiyah Teng, Sauh Hwee Tesalonika, Donella Cleodora Wahyudi, Denny Waty Hutajulu, Bertha Meyke Wibawanti, Yuni Wilson, Agus Wizayunifa