Abstract :

The purpose of this study is to aim to analyze the effect of Social Media Influencers on consumer purchase intentions on Electric cars with Brand Image variables as mediation and Green Attitude Variables as moderation. The research sample in this study were consumers who used and did not use electric cars with knowledge about electric cars in Indonesia in the 2020-2024 research year. This research method uses a quantitative approach with data collection techniques through questionnaires distributed to social media users, users and non-users of electric cars in Indonesia. The theoretical framework is built based on the latest literature review on digital marketing, consumer behavior and sustainability issues in the automotive industry. The results of the study can be expected to contribute new insights into the effectiveness of Social Media Influencers in the context of environmentally friendly products on the topic of Electric cars. The practical implications of this study can help marketers and policy makers in designing effective communication strategies to increase the adoption of Electric vehicles in Indonesia.

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Keywords :

Brand Image, Consumer Attitude, Green Attitude dan Purchase Intention, Social Media Influencer.

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