PENGARUH SOCIAL MEDIA ACTIVITIES TERHADAP BEHAVIORAL INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA TOYOTA

Authors

  • Pramitha Yulia Andini Fakultas Ekonomi dan Bisnis, Universitas Telkom, Indonesia
  • Osa Omar Sharif Fakultas Ekonomi dan Bisnis, Universitas Telkom, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.9018

Abstract

The level of competition in the automotive sector in Indonesia is growing rapidly, the development of the automotive industry is also a sector that can be relied upon and has a sizeable contribution to the national economy. The objective of this study is to examine whether social media engagement has an impact on behavioral intentions, mediated by brand image factors. The population of this research is Toyota.id social media followers (instagram & facebook) in Indonesia. By using purposive sampling which is a technique of nonprobability sampling with a sample used at least 384 respondents. The research methodology used in this study involves quantitative methods, utilizing questionnaires for data collection and employing data analysis techniques such as AMOS path analysis. The mediating variable is assessed through AMOS bootstrapping and Sobel test. Based on the findings of the conducted data analysis, it can be concluded that the content of social media advertisements exhibits a positive association with both hedonic and functional brand image. Similarly, social media sales promotion content demonstrates a positive impact on hedonic and functional brand image. However, it was observed that functional brand image has a positive but statistically insignificant effect on behavioral intention. On the other hand, hedonic brand image displays a positive correlation with behavioral intention. Interestingly, social media advertising content does not exhibit a significant positive relationship with behavioral intention. Conversely, social media sales promotion content positively influences behavioral intention. Moreover, hedonic brand image acts as a mediating variable, positively affecting the path between social media advertising content and behavioral intention, as well as between social media sales promotion content and behavioral intention. However, it was found that functional brand image does not serve as a significant mediating variable in the two aforementioned paths.

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Published

2023-06-30

How to Cite

Andini, P. Y., & Sharif, O. O. (2023). PENGARUH SOCIAL MEDIA ACTIVITIES TERHADAP BEHAVIORAL INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA TOYOTA. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9018

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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