The Influence of Sales Promotion Content, Content Attractiveness, and User-Friendliness on Financial Decision Making through Imitation Intention

Purpose: This study examines the influence of sales promotion content, content attractiveness, and user-friendliness on financial decision making through imitation intention among social media users in Indonesia, particularly in the context of influencer marketing for Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector. Research Method: This study uses a quantitative explanatory design with a cross-sectional approach. Data are collected through an online questionnaire using a five-point Likert scale and purposive sampling. Data analysis employs Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS. Results and Discussion: The study proposes that sales promotion content, content attractiveness, and user-friendliness influence imitation intention and financial decision making. Imitation intention is also expected to influence financial decision making and mediate the relationships between promotional content characteristics and financial decisions. These relationships will be evaluated empirically. Implications: The findings are expected to help MSMEs and influencers develop promotional strategies that encourage informed financial decisions among social media users. Future research may examine other factors affecting consumer financial behavior. Originality: This study integrates three influencer promotional content characteristics with imitation intention to explain financial decision making in the Indonesian MSME food and beverage sector.