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All Journal Buletin Udayana Mengabdi Buletin Studi Ekonomi MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN E-Jurnal Ekonomi dan Bisnis Universitas Udayana E-Jurnal Manajemen Universitas Udayana JIMAT (Jurnal Ilmiah Mahasiswa Akuntansi) Undiksha Jurnal Pendidikan Anak Usia Dini Undiksha Jurnal Minds: Manajemen Ide dan Inspirasi Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Udayana Journal of Social Sciences and Humanities (UJoSSH) Bioscientist : Jurnal Ilmiah Biologi Indonesian Journal of Business Analytics (IJBA) Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Neraca Manajemen, Akuntansi, dan Ekonomi Digital Innovation : International Journal Of Management Harmony Management: International Journal of Management Science and Business JIMEK
Ni Made Sri Rastini .
Fakultas Ekonomi Dan Bisnis, Universitas Udayana
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Digital Innovation : International Journal Of Management

 1 
The Role of Brand Image in Mediating the Effect of Promotional Appeal on Customer Loyalty Jessica Sheva Angeline; Ni Made Rastini
Digital Innovation : International Journal of Management Vol. 2 No. 4 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i4.476

Abstract

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.
Co-Authors Adelia Christina Purnasari Anak Agung Bagus Krisnanda Anak Agung Istri Karlita Aprilianti Anantawikrama Tungga Atmadja,SE,Ak.,M. . Decky Tanaya Desy Dhevantari Ariatmaja Dewa Gede Agung Wikrama Aditya Devanagiri Drs. I Gusti Agung Oka Negara,S.Pd. M.Ke . Eka Sulistyawati Gede Bayu Rahanatha Gusti Nyoman Bagus Dananjaya I Gede Riana I Gede Yogi Pramana I Gede Yuda Hariyawan I Gusti Ayu Ketut Giantari I Ketut Adnyana Putra I Ketut Pande Mahesa Putra I Ngurah Made Aditya Wiara Pradipta I Nyoman Nurcaya I Nyoman Nurcaya I Wayan Adi Wikantara I Wayan Ardy Andika I.G. Ratu Gita Susila I.N. Nurcaya Ida Ayu Cynthia Saisaria Mandasari Ida Ayu Laksmi Wulandari Ida Ayu Putu Eka Erawati Dewi Ida Bagus Ary Upadhana IGM Danendra Dharma Parawitha Inggit Nurmarita Dewi Iwan Doddy Dharmawibawa Jessica Sheva Angeline Kadek Agus Adi Gunawan Kadek Ayu Anggi Arya Dwi Putri Kadek Krisna Devi Lua Ketut Donny Surya Putra Ketut Warmika, I Gede Komang Aditya Nanda Kusuma Komang Bagus Cahya Triaksara Komang Elmar Datraja Asmara Putra L.G.S. Artini Luh Gede Sri Artini Made Ayu Somantari Marcellus Ivan Novandy Mohamad Zhidan Izzul Arobi N.K. Purnawati Ni Kadek Aprilia Yurika Sari Ni Kadek Eristya Handayani Ni Kadek Sinarwati Ni Ketut Seminari Ni Komang Rista Widyanti Ni Luh Dona Astriyanti Ni Luh Putu Ayu Yoceilla Waisnawa Ni Nyoman Rsi Respati Ni Putu Juni Pratiwi Ni Putu Risma Giri Dewani Ni Wayan Awinasi Ni Wayan Dian Ratna Anggelina Ni Wayan Ekawati Ni Wayan Ekawati Okky Ratna Utami Pebriana Aryadhe Putu Ayu Yulia Pusparani Putu Sumber Dana Sang Ayu Putu Putri Santika Dewi Sieny Andhika Dewi SUCIKA ARMIANI, SUCIKA Yande Agus Ardana