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All Journal MANAJEMEN DEWANTARA
Nirmala Auliya Firdaus
Universitas Islam Nahdlatul Ulama Jepara
Economics, Econometrics & Finance

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PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN SEPEDA LISTRIK DI JEPARA Nirmala Auliya Firdaus; Nurul Huda
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA (Online First)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.21521

Abstract

The growing trend of electric bicycle use as an environmentally friendly transportation solution in Jepara indicates a shift in public preference toward more modern, efficient vehicles that support a sustainable lifestyle. This study aims to analyze the influence of brand awareness, brand image, and influencer marketing on electric bicycle purchasing decisions in Jepara. The research method used a quantitative approach with purposive sampling techniques involving 100 respondents who are electric bicycle users in the Jepara area. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. The results showed that brand awareness, brand image, and influencer marketing had a positive and significant effect on purchasing decisions with a p-value < 0.05. Influencer marketing has the most dominant influence, followed by brand awareness and brand image. The research model is able to explain 65% of the variation in electric bicycle purchase decisions. This study provides a theoretical contribution in strengthening consumer behavior theory and a practical contribution for business actors in developing marketing strategies based on brand strength and collaboration with relevant influencers.
Co-Authors Nurul Huda