THE ROLE OF SOCIAL MEDIA ON BUYING INTEREST OF THE CUNSUMER THROUGH CONSUMER ATTITUDES

Abstract

Social media has become one of the most popular platforms for promoting automotive products such as Toyota. The purpose of this study is to explore how social media affects consumers' purchase intention for Toyota cars, using consumer attitude as a moderating variable. The study used a quantitative approach, sending questionnaires to up to 158 respondents aged 27 and over, considering whether they learned about Toyota products on social media. Structural equation modeling (SEM) (AMOS 26) was used for data analysis. The results show that social media directly has a positive and significant impact on Toyota vehicle purchase intention. Although consumer attitude does not describe the moderating or influencing variables on social media and purchase intention, it shows that social media is an effective means of increasing consumer awareness of Toyota products and encouraging them to purchase.