ACCELERATING CUSTOMER PURCHASE INTENTION IN THE COMMERCIAL AUTOMOTIVE SECTOR: AN INTERPLAY BETWEEN BRAND IMAGE, TRUST, SUSTAINABLE ADVERTISING, AND EMPLOYEE ENGAGEMENT

Abstract

The commercial automotive sector has become more competitive and challenging due to its transformation from simple to digitised technology, making marketing strategies intensive and demanding. Understanding consumer purchase intention is pivotal for devising a result-oriented marketing strategy in the commercial automotive sector. This quantitative study evaluates the impact of brand trust and image on consumer purchase intention, with sustainable advertisement attitude as a mediating actor. We approached 350 commercial automotive users of various demographics, of which 292 have replied. Data was collected via structured questionnaires and analysed using the SmartPLS structural equational model. The study provided valuable insights into how brand trust and image significantly impact consumer purchase intention. The study also suggests how moderation and mediation analysis of employee engagement and sustainable advertisement influence the relationships positively, highlighting the importance of considering advertising sustainability and employee engagement in strategy to enhance consumer purchase decisions.