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Rahmini Hadi
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Mabsya: Jurnal Manajemen Bisnis Syariah
Published by Universitas Islam Negeri Profesor Kiai Haji Saifuddin Zuhri Purwokerto
ISSN : 27145565     EISSN : 27147797     DOI : https://doi.org/10.24090/mabsya
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Mabsya: Jurnal Manajemen Bisnis Syariah is published twice a year in June and December. Contains scientific articles in the form of research, analysis study, theoretical study, and review of studies in the field of Islamic business, accounting, and management. Publishing this journal aims to increase the quantity and quality to spread knowledge and also as a means of communication between scientists, practitioners, students, and observers of Islamic business and management studies. The journal intended to be the journal for publishing articles reporting the results of research on Islamic business and management.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 101 Documents
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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.

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