摘要：Automotive products are products made by an industry that designs, develops, manufactures, markets, and sells the world's motor vehicles. The number of new brands that have sprung up makes the automotive industry compete to provide the best innovations to win the competition and maintain consumer loyalty. Various new cars appear every year; however, in this case, the consumer's desire to buy products with the same brand still needs to be improved. This study aimed to determine and analyze customer experience and social presence on brand loyalty through customer engagement. This type of research is associative. The population in this study is all consumers who use luxury automotive products in North Sumatra. The sampling technique used random samples. The number of pieces in this study was 147 consumers. Data analysis using path analysis. The results showed that the customer experience and social present variables had a positive and significant effect on brand loyalty through customer engagement as an intervening variable.
