The Influence Of Brand Image And Social Media Marketing On Purchase Decisions Through Customer Engagement In Premium Motorcycle Consumers In Indonesia
DOI:
https://doi.org/10.33751/jhss.v10i2.180Keywords:
brand image, social media marketing, customer engagement, purchase decisions, premium motorcyclesAbstract
The expansion of the premium motorcycle industry in Indonesia has demonstrated substantial growth, concomitant with the rise of automotive lifestyles, motorcycle communities, and the utilization of social media as a marketing communication instrument. Within the premium motorcycle market, consumer purchasing decisions are influenced not solely by the functional attributes of the product but also by brand image, digital marketing initiatives, and the consumer's emotional engagement with the brand. This study aims to examine the impact of brand image and social media marketing on purchasing decisions mediated by customer engagement among premium motorcycle consumers in Indonesia. The investigation concentrated on consumers who are familiar with or exhibit interest in the Royal Enfield, Harley-Davidson, and Triumph motorcycle brands. The findings reveal that brand image exerts a positive and significant effect on both customer engagement and purchase decisions. Additionally, social media marketing demonstrates a positive and significant impact on customer engagement and purchase decisions. Moreover, customer engagement is shown to have a positive and significant influence on purchase decisions and functions as a mediator in the relationship between brand image, social media marketing, and purchase decisions among premium motorcycle consumers in Indonesia. These results underscore that a robust brand image, interactive social media activities, and consumer engagement with the brand constitute critical factors in enhancing purchase decisions within the premium motorcycle market
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