THE INFLUENCE OF BRAND STRENGTH AND PROMOTION ON CUSTOMER PURCHASING DECISIONS WITH CUSTOMER ENGAGEMENT AS AN INTERVENING VARIABLE IN MSMEs IN THE DIGITAL ERA
Keywords:
Brand Strength, Promotion, Customer Engagement, Customer Purchasing DecisionAbstract
The purpose of this study is to determine directly and indirectly connection between strength brand and promotion on customer purchasing decisions through customer involvement. The population in this study is MSME consumers in Rantau Prapat , the number of which is cannot be known with certainty. The sampling used was purposive sampling with classifications, namely the general public who buy food from food stalls or home catering, consumers who buy clothes from small boutiques or online stores on social media . The research sample was taken using the Zikmund formula to obtain a sample size of 100 respondents. Data analysis was carried out use technique modeling equality structural (SEM) with tool Smart-PLS analysis to test the direct and indirect relationships between these variables. The results of the study explain that brand strength directly has a significant effect on customer engagement, promotion directly has a significant effect on customer engagement, brand strength directly has a significant effect on customer purchasing decisions, promotion directly has a significant effect on customer purchasing decisions, customer engagement directly has a significant effect on customer purchasing decisions, brand strength indirectly has a significant effect on customer purchasing decisions through customer engagement, and then promotion indirectly has no significant effect on customer purchasing decisions through customer engagement .
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