THE MEDIATING EFFECT OF RELATIONSHIP MARKETING STRATEGY BETWEEN DIGITAL MARKETING STRATEGY AND CONSUMERS’ PURCHASE DECISIONS IN THE AUTOMOTIVE INDUSTRY IN MALAYSIA

<p>The intent of this research is to scrutinise the impact digital marketing strategies applied by marketers in automotive industry Malaysia aiding consumers make purchase decisions. In reality, know that alone will not lead consumers’ decisions because all can be motivated digitalisation. Another significant factor influencing relationship strategies. Therefore, interceding strategy between and was analysed study support hypothesis. A total 605 employed furnished data for study. Moreover, in-depth literature reviewed expose association strategies, The findings indicated a statistically as well Conclusively, hypothesis supported illustrated mediates Malaysia. Furthermore, also proves who utilise avenues able communicate build robust with consumers, which leads positive conclusion, influence favourable decision benefits marketers, 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>