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All Journal EKSYAR: Jurnal Ekonomi Syari'ah & Bisnis Islam International Journal of Social Science and Business JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Abdi Masyarakat PINISI Discretion Review International Journal of Business, Law, and Education Jurnal Abdimas Akademika Indo-Fintech Intellectuals: Journal of Economics and Business Prosiding SEMNAS INOTEK (Seminar Nasional Inovasi Teknologi) Journal of Community Service and Society Empowerment Jurnal Pengabdian Masyarakat Nusantara Journal of Community Empowerment KIC SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis
Bambang Agus Sumantri, Bambang Agus
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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 Abimanyu, Silvia Aditya, Bima Anas, M. Anas Andre Juliawan, Reffo Anwar, Madzhari Ardiyan, Ferly Rensa Ari Irawan Azhar, Muhammad Fikri Azzahra, Dyan Aulia Badrus Zaman Banani, Ade Bramanta, Valen Rengga Cahyani, Linda Fitri Chrisando, David Chusna, Siti Asmaul Elsania, Niken Ema Nurzainul Hakimah, Ema Nurzainul Erwin Putera Permana Farozji, Moch Fauzi, Diah Ayu Septi Febriani, Ervira Nuril Arika Febrianto, Rahmad Dwi Fitrianingrum, Mila Hadhiwibowo, Ari Hamida, Sakiya Salma Haqqi, Hubbil Herry Purnomo Iskandana, Nevia Cahyaning Dewi ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Krisnayanti Aditasari Kumaladewi, Aprelya Kurniawan, Rony Kurniawati Kurniawati Kurniawati, Yusi Leksono, Poniran Yudho Mayliana, Alfi Dwi Mislan Sihite, Mislan Nikmah, Zainatu Alvin Nisa, Henida Khoirun Nur Solikin Nurhalimah, Fitria Poniran Yudho Leksono Pratama, Gilang Satria Priadi, Muhammad Fitroh Afrizal Puan Maharani, Kinanthi raharjo, itot bian Rani Wulandari Restyono, Teddy Rianata, Vadilla Nafa Rino Sardanto Risky Aswi R, Risky Rosalita Rachma Agusti Samari, Samari Sanawiri, Brillyanes Sari, Leli Nila Sasongko, Muhammad Zuhdi Sekar Widyasari Putri Shafitri, Ajeng Nopiyanti Wulan Shefinka, Nabilla Jovita Sigit Ratnanto Silalahi, Amat Pintu Batu Siregar, Marsa Malikiya Soeprajitno, Edy Djoko Suhardi Suhardi Susilaningdyah, Yosephine Nadjira Hananta Suwarni Suwarni Titus Kristanto Ulfa, Yunita Maria Wahyu Eka Kiswardani Wihara, Dhiyan Septa Wiwiek Rabiatul Adawiyah Wulandari, Luthfia