Digital Engagement and Brand Experience as Drivers of Purchase Intention in the Packaged Bread Market

In response to the growing importance of digital engagement in the fast-moving consumer goods (FMCG) sector, this study examines the impact of social media engagement and sales promotion on brand awareness, customer experience, and purchase intention in Indonesia's packaged bread market. Employing the AISAS model as a theoretical lens and Structural Equation Modelling (SEM) using SmartPLS, data were gathered from 200 consumers across Java. Findings reveal that social media engagement and sales promotion significantly enhance brand awareness, which in turn has a strong influence on the customer experience. Importantly, how customers feel about their experience is the most significant factor in determining whether they will purchase, and product specifications do not matter. Because the study's findings indicate that digital interaction influences consumer behaviour more than product qualities, a gap in existing quantitative research on low-involvement products in emerging markets is addressed. The outcomes give academic insight and advice on tactics brands can use to earn steady customer loyalty.