The Influence of Social Media Content Experience on Purchase Intention of Electric Vehicle Through Brand Engagement, Brand Awareness, Brand Image, and Brand Attitude

Authors

  • Fransisco Leo Universitas Pelita Harapan
  • Margaretha Berlianto Universitas Pelita Harapan

Keywords:

Social Media Content Experience, Brand Engagement, Brand Awareness, Brand Image, Brand Attitude, Purchase Intention, Electric Vehicle, BYD Indonesia, Digital Marketing, Instagram Marketing, Consumer Behavior, Content Marketing, PLS-SEM, Trendiness, Entertainment Content

Abstract

This study examines the influence of social media content experience on purchase intention, mediated by brand engagement, brand awareness, brand image, and brand attitude. The five dimensions of content experience investigated include entertainment, customization, interaction, electronic word of mouth (eWOM), and trendiness. A quantitative approach was applied using a structured online survey. A total of 205 respondents were selected through purposive sampling. All respondents were active Instagram users who followed BYD Indonesia's official account. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all five content dimensions significantly influence brand engagement, affecting brand awareness and image. These then shape brand attitude and ultimately impact purchase intention. This study contributes theoretically to digital marketing literature and offers practical implications for electric vehicle brands in optimizing social media content to build stronger consumer-brand relationships.

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Published

14-01-2026

How to Cite

Leo, F., & Berlianto, M. (2026). The Influence of Social Media Content Experience on Purchase Intention of Electric Vehicle Through Brand Engagement, Brand Awareness, Brand Image, and Brand Attitude. Jurnal Manajemen, 17(1). Retrieved from http://150.107.142.43/index.php/manajemen/article/view/20787

Issue

Vol. 17 No. 1 (2026): Inpress Edisi Februari 2026 Jurnal Manajemen (Edisi Elektronik)

Section

Articles

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