The Influence of Digital Marketing and Brand Image on Consumer Buying Interest With Customer Satisfaction As A Mediating Variable
Fitra Ramadan, Dra Marlina Kurnia,M.M , Luk Luk Atul Hidayati, S.E.,M.M and Ariq Fikria Niagasi, S.M.,M.M

Management, Faculty Economics and Business, Muhammadiyah Magelang University
Jalan Tidar 21 Kota Magelang
marlinakurnia[at]unimma.ac.id

Abstract

After Covid 19, all business sectors have to rack their brains about the business strategies they must do in order to be able to rise and compete again, one of which is PT Armada Tunas Jaya Magelang, especially on two-wheeled vehicles. Companies must understand their customers, and know the factors that influence customer buying interest, so that they can adjust the right strategy to be implemented. This study aims to test whether there is an influence of digital marketing and brand image on consumer buying interest with customer satisfaction as a mediating variable in Honda brand matic motorcycle consumers in Magelang City using the accidental sampling method. The population of this study was Honda brand matic motorcycle customers in Magelang City and obtained a sample of 100 respondents. Test the hypothesis performed using multiple linear regression analysis with the help of SPSS program version 21.0. The results of this study show that digital marketing and brand image have a positive effect on buying interest. Digital marketing and brand image positively affect customer satisfaction with a percentage of 25.5% because customers think of the ease of information they get and the mindset about good Honda products. Customer satisfaction positively affects buying interest and also mediates digital marketing and brand image on buying interest.

Keywords: Digital Marketing - Brand Image - Buying Interest - Customer satisfaction

Topic: Economics