PENGARUH TERPAAN KONTEN INSTAGRAM @WELOVEHONDA_ID TERHADAP MINAT BELI KONSUMEN DENGAN MEDIASI SIKAP PADA PRODUK MOTOR LISTRIK HONDA: Survei Terhadap Followers Instagram @Welovehonda_id

Fathyo Raihan Kamal, . (2025) PENGARUH TERPAAN KONTEN INSTAGRAM @WELOVEHONDA_ID TERHADAP MINAT BELI KONSUMEN DENGAN MEDIASI SIKAP PADA PRODUK MOTOR LISTRIK HONDA: Survei Terhadap Followers Instagram @Welovehonda_id. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid development of Indonesia’s automotive industry has paralleled a significant rise in motor vehicle use, contributing to increased air pollution. In response, and in support of clean energy transitions, Honda has utilized Instagram—specifically the @welovehonda_id account—as a strategic platform to promote its electric motorcycles. This study investigates the effect of Instagram content exposure on consumers’ purchase intention, with consumer attitude serving as a mediating variable. A quantitative explanatory research design was employed, grounded in Cognitive Response Theory. Data were collected via questionnaires distributed to 400 purposively selected followers of the @welovehonda_id account. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that content exposure significantly influences consumer attitude (β = 0.603), and consumer attitude significantly affects purchase intention (β = 0.417). In addition, exposure to content has a positive and significant effect on purchasing interest (β = 0.637) so that, attitude partially mediates the relationship between content exposure and purchase intention (indirect effect β = 0.251). Predictive relevance values (Q²) for attitude and purchase intention were 0.364 and 0.518, respectively, while R² values indicated that content exposure explains 36.3% of the variance in attitude and 51.7% in purchase intention. The model fulfilled all criteria for goodness of fit.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411230] [Pembimbing: Drina Intyaswati] [Penguji 1: Rini Riyantini] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Attitude, Consumer Purchase Intention, Content Exposure, Honda Electric Motorcycles, Instagram
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: FATHYO RAIHAN KAMAL
Date Deposited: 28 Jul 2025 06:11
Last Modified: 06 Aug 2025 06:47
URI: http://repository.upnvj.ac.id/id/eprint/38700

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