Understanding the driver of customer purchase decision : The role of customer engagement and brand attachment in Batik Products

Engagement has been recognized as one of the most influential aspects an organization or company. It originally emerged a concept in organizational behavior and human resource management literature, it is known to predict individual commitment, extra-role behavior, other positive outcomes organizations. The purpose this study understand influence customer engagement brand attachment increasing purchase decision customers. This using quantitative approach, with population customers batik products Sleman Bantul, two regencies Yogyakarta, Indonesia. total number samples 115 respondents, which selected purposive sampling method. data collected through distributing questionnaire online platforms, then analyzed descriptive analysis path analysis. results indicate that on attachment, decision, mediates behavior.