The Influence of Digital Marketing and Brand Image on Consumer Buying Intention with Customer Satisfaction as A Mediating Role (Empirical Study on Honda Brand Matic Motorcycle Customers in Magelang City)

DOI

10.2991/978-2-38476-273-6_96How to use a DOI?

Keywords

Digital Marketing; Brand Image; Buying Intention; Customer satisfaction

Abstract

After the COVID-19 pandemic, various business sectors, including PT Armada Tunas Jaya Magelang in the two-wheeled vehicle industry, are reassessing their strategies to regain competitiveness. Understanding customer behavior and the factors influencing buying intentions is crucial for devising effective strategies. This study aims to investigate the impact of digital marketing and brand image on consumer buying intentions among Honda automatic motorcycle consumers in Magelang City, with customer satisfaction as a mediating factor. The study employed an accidental sampling method with a sample of 100 Honda automatic motorcycle customers in Magelang City. Hypotheses were tested using multiple linear regression analysis with SPSS version 21.0. The findings indicate that both digital marketing and brand image positively influence buying intentions. Digital marketing and brand image also contribute positively to customer satisfaction, accounting for 25.5% of the variance, as customers perceive ease of information access and hold favorable perceptions of Honda products. Customer satisfaction further mediates the effects of digital marketing and brand image on buying intentions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitra Ramadan
AU  - Marlina Kurnia
AU  - Luk Luk Atul Hidayati
AU  - Ariq Fikria Niagasi
PY  - 2024
DA  - 2024/08/02
TI  - The Influence of Digital Marketing and Brand Image on Consumer Buying Intention with Customer Satisfaction as A Mediating Role (Empirical Study on Honda Brand Matic Motorcycle Customers in Magelang City)
BT  - Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
PB  - Atlantis Press
SP  - 932
EP  - 942
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-273-6_96
DO  - 10.2991/978-2-38476-273-6_96
ID  - Ramadan2024
ER  -