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All Journal Mabsya: Jurnal Manajemen Bisnis Syariah
Ramlah Puji Astuti
Department of Management, Faculty of Economics and Business, Universitas Swadaya Gunung Jati Cirebon, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Customer Perception, Brand Fit, and Brand Credibility on Brand Image: A Case Study of Naming Rights of BT Batik Trusmi Jihan Rhaudhatul Jannah; Ramlah Puji Astuti; Tiara Muthiarsih
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 1 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v8i1.16201

Abstract

This study examines the influence of customer perception, brand fit, and brand credibility on BT Batik Trusmi's brand image in the case of the cancellation of the "BT Batik Trusmi Cirebon Station" naming rights program. A quantitative method with an associative design was employed, involving 200 respondents who were aware of the program's cancellation. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results showed that all three variables had a positive and significant effect on brand image, both partially and simultaneously. Customer perception was the most dominant variable, followed by brand fit and brand credibility. The adjusted R-squared value of 0.592 indicates that 59.2% of the variance in brand image can be explained by these three variables. These findings suggest that public perception, collaboration suitability, and brand credibility are important to maintain, especially when changes or cancellations of marketing programs occur in the public space.
Visual Immersion and Narrative Consistency Through Brand Engagement to Customer Emotional Connection on EB Batik Sabrina Diva Amaliah; Ramlah Puji astuti
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 2 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah (on Progress)
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/xdfq0905

Abstract

This study examines the influence of visual immersion and narrative consistency on customer emotional connection in EB Batik MSMEs, with brand engagement as a mediating variable. Motivated by the phenomenon of low audience interaction despite substantial followers, this research underscores the importance of cultivating emotional bonds. Employing the Stimulus-Organism-Response (SOR) framework, visual immersion and narrative consistency are conceptualized as stimuli, brand engagement as the organism, and customer emotional connection as the response. A quantitative causal-associative approach was utilized involving 200 active social media users familiar with EB Batik. Questionnaire data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings reveal that visual immersion (β=0.473) and narrative consistency (β=0.319) exert positive and significant effects on brand engagement. Both variables also demonstrate direct and significant influences on customer emotional connection. Brand engagement proved to be a significant mediator in this relationship (β=0.185). The Adjusted R² value of 0.729 indicates that 72.9% of the variance in customer emotional connection is explained by the model. The implications emphasize that curating immersive visual experiences and maintaining consistent narratives constitute key strategic approaches to fostering engagement, ultimately serving as the foundation for establishing enduring customer emotional connections.
Co-Authors Jihan Rhaudhatul Jannah Sabrina Diva Amaliah Tiara Muthiarsih