The Role of Influencers Characteristics in Increasing Brand Image and Purchase Intention of Xyz Hybrid Cars in Greater Jakarta

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Fikri, Muhammad Nur (2025) The Role of Influencers Characteristics in Increasing Brand Image and Purchase Intention of Xyz Hybrid Cars in Greater Jakarta. Undergraduate thesis, institute ipmi.

[img] Text
Muhammad Nur Fikri.pdf
Download (1MB)

Abstract

The automotive industry is rapidly advancing, with hybrid and electric vehicles gaining prominence due to their environmental benefits. In Indonesia, hybrid cars are currently more practical than electric vehicles due to inadequate charging infrastructure and consumer habits favoring fossil fuels. This research aims to analyze the role of influencers characteristics in increasing brand image and purchase intention of xyz hybrid cars in greater jakarta. This study uses a quantitative approach. The population in this research consists of individuals who have the capability to buy a hybrid car, have knowledge about hybrid cars, and frequently use social media, with a total sample size of 103 respondents. Data was collected through questionnaires. The study uses the SmartPLS 4.0 analysis technique. The results show that Influencers' Characteristics have a positive and significant effect on brand image with a T-Statistic value of 5.019 (>1.96) and a P- Value of 0.000 (<0.05). Additionally, Influencers' Characteristics significantly influence purchase intention, with a T-Statistic value of 1.989 (>1.96) and a P- Value of 0.000 (<0.05).

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Dwi Selviyana
Date Deposited: 26 Feb 2025 07:14
Last Modified: 26 Feb 2025 07:14
URI: http://repository.ipmi.ac.id/id/eprint/2674

Actions (login required)

View Item View Item