Abstract

Author:
Muhkamat Anwar

Doi: 10.26480/mbmj.01.2026.05.11

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

The Indonesian automotive industry is becoming increasingly competitive due to rapid advancements in digital technology, encouraging companies to adopt more effective marketing strategies. Company ABC has experienced a decline in transactions, prompting the need to examine factors influencing consumer purchasing decisions. This study aims to analyze the influence of digital marketing, relationship marketing, and lifestyle on purchasing decisions. A quantitative-associative approach was used, with primary data collected through questionnaires distributed to 142 users of Z brand vehicles sold by Company ABC. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results show that digital marketing, relationship marketing, and lifestyle positively and significantly influence purchasing decisions. In addition, relationship marketing mediates the relationship between digital marketing and purchasing decisions. These findings highlight the importance of integrating digital marketing and relationship marketing to build consumer trust, enhance engagement, and improve sales performance.