Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De

The Influence of Advertising Spending and Monetary Promotion on Brand Loyalty with Brand Identification as a Mediating Variable for the Mie Sedaap Brand

Djawa, Getrudis Hendrina Maramba (Unknown)
Lukitaningsih , Ambar (Unknown)
Ningrum, Nonik Kusuma (Unknown)

Article Info

Publish Date
10 Oct 2025

Abstract

This research aims to analyze the influence of advertising spending and monetary promotion on brand loyalty, with brand identification serving as an intervening variable for the Mie Sedaap brand. This study used a quantitative approach with 150 respondents, and SPSS was used for data analysis. The findings indicate that both advertising spending and monetary promotion have a positive and significant effect on brand loyalty. Furthermore, advertising spending and monetary promotion also positively and significantly influence brand identification. Lastly, brand identification is found to have a positive and significant effect on brand loyalty.

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Journal Info
Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Website

Abbrev

DIJEFA

Publisher

Dinasti Publisher

Subject

Economics, Econometrics & Finance

Description

The author is invited to submit a paper for Dinasti International Journal of Economics, Finance & Accounting (DIJEFA). Topics related to this journal include but are not limited to: Accounting and financial reporting Audit Accounting management Taxation Corporate finance Personal finance Financial ...