<![CDATA[This study aims to analyze the influence of Social Influencer Digital and Price Sensitivity on Purchase Intention toward Wuling electric vehicles, with Perceived Risk as a moderating variable among the people of Malang City. This study employed a quantitative approach with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4. The results indicate that Social Influencer Digital and Price Sensitivity have a positive and significant effect on Purchase Intention, with Social Influencer Digital having the strongest influence. Meanwhile, Perceived Risk was not found to moderate the relationship between Social Influencer Digital and Price Sensitivity with Purchase Intention. Therefore, consumers' purchase intention is more strongly influenced by the quality of information obtained through digital media and the perceived fairness of price relative to the benefits offered than by the perceived risks associated with electric vehicles.]]>
Copyrights © 2026
