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Abstract
<p>The intent of this research is to scrutinise the impact of digital marketing strategies applied by marketers in the automotive industry in Malaysia in aiding consumers to make purchase decisions. In reality, marketers know that digital marketing strategies alone will not lead to consumers’ purchase decisions because not all consumers can be motivated by digitalisation. Another significant factor in influencing consumers’ purchase decisions is relationship marketing strategies. Therefore, the interceding impact of relationship marketing strategy between digital marketing strategy and consumers’ purchase decisions was analysed in this study to support the research hypothesis. A total of 605 marketers employed in the automotive industry furnished the data for this study. Moreover, in-depth literature was reviewed to expose the association between digital marketing strategies, relationship marketing strategies, and consumers’ purchase decisions. The findings of this research indicated a statistically significant relationship between digital marketing strategy and relationship marketing strategy as well as consumers’ purchase decisions. Conclusively, the hypothesis is supported by data and illustrated that relationship marketing strategy statistically mediates the relationship between digital marketing strategy and consumers’ purchase decisions in the automotive industry in Malaysia. Furthermore, this research also proves that marketers who utilise all avenues of digital marketing strategies will be able to communicate and build a robust relationship with consumers, which leads to positive consumers’ purchase decisions. In conclusion, digital marketing strategies with the interceding relationship marketing strategies can influence consumers to make a favourable purchase decision that benefits marketers, consumers, and the automotive industry in Malaysia.</p><p> </p><p>JEL: M10; M30; M31; L62</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0974/a.php" alt="Hit counter" /></p>
Highlights
In Malaysia, nine out of ten of the nation’s 32.7 million consumers use the online platform to make their purchase decisions (DOSM, 2021)
This research was designed and performed to demonstrate if relationship marketing strategy mediates the relationship between digital marketing strategy and consumers' purchase decisions in the automotive industry in Malaysia
The researchers have exposed that digital marketing strategy has a statistically significant influence on the relationship marketing strategy and consumers' purchase decisions in the automotive industry in Malaysia
Summary
In Malaysia, nine out of ten of the nation’s 32.7 million consumers use the online platform to make their purchase decisions (DOSM, 2021). Consumers in 2021 are spending more than eighty percent of their time browsing for products or services online and surfing at least seven websites before making a purchase decision (Ganesan, 2021). (Vasudevan & Arokiasamy, 2021) quoted that online shopping demand and the spending habits of digital consumers in Malaysia have amplified since the outbreak of the Covid-19 pandemic and the movement control order was enforced. At that moment, Malaysia’s domestic market was not large enough for the Japanese-Malaysian joint, automotive manufacturers to capitalize on economies of scale. Through the National Automotive Policy 2020 (NAP2020), the Malaysian government has undertaken steps to enhance the automotive industry utilizing the digital transformation policy (Nippon Express, 2020)
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