Pengaruh Digital Social Responsibility Terhadap Purchase Intention Konsumen Industri Otomotif
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Listia Nurjanah
*
Universitas Internasional Batam, Batam,
Indonesia
- Kennedy Kennedy Universitas Internasional Batam, Batam, Indonesia
- Andina Fasha Universitas Internasional Batam, Batam, Indonesia (*) Corresponding Author
Abstract
This study aims to address the issue of digital marketing strategy effectiveness amid shifting consumer behavior in the automotive industry. Using a quantitative PLS-SEM approach with a sample of 534 respondents, this study analyzes the effect of Digital Social Responsibility on Purchase Intention mediated by Consumer Engagement in DSR, Brand Image, and Brand Loyalty. Statistical findings confirm the positive and significant impact of DSR execution on consumer emotional (CEID), branding (BI), customer loyalty (BL), to purchase intention (PI). Path analysis proves that brand image perception plays a crucial role in strengthening consumer loyalty and interest in transactions. Furthermore, the evaluation of the intermediary role indicates that CEID, BI, and BL legitimately function as mediators that link DSR initiatives with purchasing trends. Among the tree intermediate variabels, the brand image element appers as the most dominant explanator. Theoretically, this study contributes an integrative framework bridging the application gap of DSR in product automotive. Practically, it offers tactical guidance for automotive marketing managers in allocating digital social investments to drive sustainable purchasing decisions.
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