THE INFLUENCE OF DIGITAL MARKETING STRATEGY, COMMUNICATION SERVICES AGENT, AND BRAND IMAGE DEVELOPER ON BUYING DECISION PROPERTY MEDIATED BY CUSTOMER ENGAGEMENT
This study examines the influence of digital marketing strategy, communication services agents, and brand image developers on property purchasing mediated by customer engagement. The research method used is quantitative, employing Partial Least Square (PLS) method using SmartPLS. The respondents are 210 customer who bought property in Bali Indonesia, selected through purposive sampling. The analysis results indicate that the Communication Services Agent does not have a significant influence on the decision to purchase property; while it has a notable positive impact on customer engagement, customer engagement significantly influences the purchasing decision. Additionally, brand image development significantly affects purchasing decisions. However, Digital Marketing Strategy does not significantly influence the decision to purchase property. Additionally, Customer Engagement acts as a mediator between the Communication Services Agent and the decision to purchase property and between the Brand Image Developer and the decision to purchase property. However, Customer Engagement does not mediate the relationship between Digital Marketing Strategy and the decision to purchase property. In conclusion, this research demonstrates that Communication Services Agents and Brand Image Developers positively influence the decision to purchase property through Customer Engagement. In contrast, Digital Marketing Strategy does not directly influence the decision to purchase property.
Digital Marketing Strategy, Communication Services Agent, Brand Image Developer, Buying Decision Property, Customer Engagement.