Understanding the Driver of Customer Purchase Decision: The Role of Customer Engagement and Brand Attachment

Barkah Rosadi; Syaefi Zulfikar Azhari; Juniar Kemal Saraswati

doi:10.30741/adv.v6i1.835

Authors

Barkah Rosadi School of Administrative Science, Bandung, Indonesia
Syaefi Zulfikar Azhari School of Administrative Science, Bandung, Indonesia
Juniar Kemal Saraswati School of Administrative Science, Bandung, Indonesia

DOI:

https://doi.org/10.30741/adv.v6i1.835

Keywords:

Customer Engagement, Brand Attachment, Purchase Decision

Abstract

The purpose of this study is to understand the influence of customer engagement and brand attachment in increasing purchase decision of customers. This study is using quantitative approach, with the population of customers of local make-up brands in Yogyakarta, Indonesia. The total number of samples is 115 respondents, which is selected using purposive sampling method. The data is collected through distributing questionnaire using online platforms, which is then analyzed using descriptive analysis and path analysis. The results indicate that customer engagement has an influence on brand attachment, brand attachment has an influence on purchase decision, and that brand attachment mediates the influence of customer engagement on purchase behavior.

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