ANALYSIS OF PRODUCT TYPES, PROMOTION AND CUSTOMER LOYALTY MEDIATED BY BRAND IMAGE AT PT. BANK MANDIRI (PERSERO) TBK
Keywords:
Brand Image, Product Type, Promotion, Customer Loyalty
Abstract
This research endeavours to explore the influence of product categorisation and promotional strategies on consumer loyalty, with the brand image of Government bank serving as a mediating factor, along with conducting a thorough analysis. The study uses a quantitative approach to collect data by administering a questionnaire to the clientele of Government bank. The analysis of the data utilised structural equation modelling (SEM) along with statistical software. The findings of the study reveal that the type of product plays a crucial role in enhancing brand image, while advertising also significantly contributes to this enhancement. Furthermore, brand image is shown to be a key factor in fostering customer loyalty. Additionally, the type of product and marketing efforts are both significant in promoting customer loyalty, with brand image acting as a mediator in the relationships among product type, advertising, and customer loyalty.
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Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision. International Journal of Applied Business and International Management, 4(3), 75–83. https://doi.org/10.32535/ijabim.v4i3.685
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Rahmawati, N., Permadi, L. A., & Rinuastuti, B. H. (2021). the Influence of Attraction, Location, and Service Quality on Revisit Intention To Sesaot Rural Tourism. Jmm Unram - Master of Management Journal, 10(1A), 43–57. https://doi.org/10.29303/jmm.v10i1a.636
Rahyuda2, A. R. S. K., & 1, 2Fakultas. (2017). Brand Image Memediasi Kualitas Produk Dan Harga Dengan Keputusan Pembelian Smartphone Apple Di Kota Denpasar. E-Jurnal Manajemen Unud, 6(6), 3252–3282.
San, N. E. E., & Aryupong, M. (2020). Effects of Sales Promotional Tools on Product Quality , Brand Image , and Customer Satisfaction. Business Review, 12(1).
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas ProSanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721. htt. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721.
Setiawan, R. A., Valentino, O., & Herawati, J. (2011). Menjamurnya Usaha Franchise di Yogyakarta (Tahu Bulat Tiara). Jurnal Manajemen, 1(1).
Sitanggang, J., Iswandi, M., & Susilo, H. (2023). Pengaruh Variasi Produk Tabungan, Kualitas Pelayanan Dan Bukti Fisik Terhadap Loyalitas Nasabah Di Bank Mandiri Cabang Pasar Pagi Lama Jakarta. Jurnal Gici Jurnal Keuangan Dan Bisnis, 14(2), 113–121. https://doi.org/10.58890/jkb.v14i2.51
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Swaminathan, K. &. (2019). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Bumi Flora Indonesia Melalui Variabel Perceived Quality Sebagai Mediasi. Jurnal Strategi Pemasaran. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/12448%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/12448/10806
Syah, A. B., Prihatini, A. E., & Pinem, R. J. (2022). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen pada Layanan Video Streaming Digital Viu. Jurnal Ilmu Administrasi Bisnis, 11(3), 532–539. https://doi.org/10.14710/jiab.2022.35418
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Aprilla, I. W., & Amalia, S. (2019). Peran Kualitas Pelayanan Terhadap Loyalitas Pelanggan Jasa Transportasi Online. Jurnal Riset Bisnis Dan Investasi, 5(1), 1. https://doi.org/10.35697/jrbi.v5i1.1611
Baptista, P., Cunha, S., Pereira, J. S. A., Casal, S., Batista, K. D., Araújo, W. L., Antunes, W. C., Cavatte, P. C., Moraes, G. A. B. K., Martins, S. C. V. C. V., DaMatta, F. M. F. F. M. F. M. F. M. F. M., Yasuda, T., Fujii, Y., Yamaguchi, T., Barbosa, R. A., Santini, P. T., Guilherme, L. R. G., Uction, I., Simkin, A. J., … Suleria, R. (2018). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. Photosynthetica, 2(1), 1–13. http://link.springer.com/10.1007/978-3-319-76887-8%0Ahttp://link.springer.com/10.1007/978-3-319-93594-2%0Ahttp://dx.doi.org/10.1016/B978-0-12-409517-5.00007-3%0Ahttp://dx.doi.org/10.1016/j.jff.2015.06.018%0Ahttp://dx.doi.org/10.1038/s41559-019-0877-3%0Aht
Cardia, D. I. N. R., Santika, I. W., & Respati, N. N. R. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Universitas Udayana, 8(11), 6762. https://doi.org/10.24843/ejmunud.2019.v08.i11.p19
Cumhur, Y. E., Esra, Z. E. N., Doktora, K., Ve, U. M., Hastaliklari, K., Dani, D., Do, M. A. N., 강용묵, Arumaningrum, diah gayatri, Lionetto, F., Pappadà, S., Buccoliero, G., Maffezzoli, A., Marszałek, Z., Sroka, R., Stencel, M., Buser, Y. M., Grouve, W. J. B., Vruggink, E., … 知野, 哲郎 杉野誠. (2019). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. Journal of Wind Engineering and Industrial Aerodynamics, 26(1), 1–4. https://doi.org/10.1007/s11273-020-09706-3%0Ahttp://dx.doi.org/10.1016/j.jweia.2017.09.008%0Ahttps://doi.org/10.1016/j.energy.2020.117919%0Ahttps://doi.org/10.1016/j.coldregions.2020.103116%0Ahttp://dx.doi.org/10.1016/j.jweia.2010.12.004%0Ahttp://dx.doi.o
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. Buku Pemasaran Produk Dan Merek.
Gupta, Y., & Singh, P. B. (2020). TO STUDY THE IMPACT OF INSTAFAMOUS CELEBRITIES ON CONSUMER BUYING BEHAVIOR. In Academy of Marketing Studies Journal.
Helmold, M. (2022). Marketing Mix. In Management for Professionals. https://doi.org/10.1007/978-3-031-10097-0_9
Hilmi, R. Z., Hurriyati, R., & Lisnawati. (2018). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. 3(2), 91–102.
Kotler, P., & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Lang, L. D., Lim, W. M., & Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research, 141. https://doi.org/10.1016/j.jbusres.2021.12.028
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review. https://doi.org/10.1016/j.apmrv.2015.03.005
Mahrani, W. (2023). Peranan Perbankan Dalam Meningkatkan Perekonomian Indonesia. Jurnal Al Wadiah, 1(2), 164–177. https://doi.org/10.62214/jaw.v1i2.138
Meitiana, M., & Tuwuh Sembhodo, A. (2022). Do e-services and promotion affect customer loyalty? Jurnal Inovasi Ekonomi, 7(01), 13–24. https://doi.org/10.22219/jiko.v7i01.19920
Mukaromah, A. L., Kusuma, I. G. N. A. E. T., & Anggraini, N. P. N. (2019). The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision. International Journal of Applied Business and International Management, 4(3), 75–83. https://doi.org/10.32535/ijabim.v4i3.685
Nur ’ain, A., & Susila, L. N. (2021). The Effect Of Service Quality And Product Quality On Loyality Electronic Money In Sukoharjo With Satisfaction and Trust As Intervening Variables. Jurnal Akuntansi Dan Keuangan, 6(2), 46–55. http://e-journal.stie-aub.ac.id
Nyonyie, R. A., & Tamengkel, L. F. (2019). Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan. Jurnal Administrasi Bisnis (JAB), 9(3), 18–24.
Primaputra, R. Z., & Sudaryanto, B. (2023). Analisis Pengaruh Citra Merek, Promosi, Kepercayaan Konsumen, Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Aplikasi Shopee Food (Kasus Pada Pengguna Layanan Shopee Food Yang Berdomisili Di Kota Semarang). Diponegoro Journal of Management, 12(1), 1–15. http://ejournal-s1.undip.ac.id/index.php/dbr
Rahmawati, N., Permadi, L. A., & Rinuastuti, B. H. (2021). the Influence of Attraction, Location, and Service Quality on Revisit Intention To Sesaot Rural Tourism. Jmm Unram - Master of Management Journal, 10(1A), 43–57. https://doi.org/10.29303/jmm.v10i1a.636
Rahyuda2, A. R. S. K., & 1, 2Fakultas. (2017). Brand Image Memediasi Kualitas Produk Dan Harga Dengan Keputusan Pembelian Smartphone Apple Di Kota Denpasar. E-Jurnal Manajemen Unud, 6(6), 3252–3282.
San, N. E. E., & Aryupong, M. (2020). Effects of Sales Promotional Tools on Product Quality , Brand Image , and Customer Satisfaction. Business Review, 12(1).
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas ProSanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721. htt. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721.
Setiawan, R. A., Valentino, O., & Herawati, J. (2011). Menjamurnya Usaha Franchise di Yogyakarta (Tahu Bulat Tiara). Jurnal Manajemen, 1(1).
Sitanggang, J., Iswandi, M., & Susilo, H. (2023). Pengaruh Variasi Produk Tabungan, Kualitas Pelayanan Dan Bukti Fisik Terhadap Loyalitas Nasabah Di Bank Mandiri Cabang Pasar Pagi Lama Jakarta. Jurnal Gici Jurnal Keuangan Dan Bisnis, 14(2), 113–121. https://doi.org/10.58890/jkb.v14i2.51
Sugiyono. 2018. “Sugiyono Metode Penelitian Kuantitatif Kualitatif.” Metode Penelitian Kuantitatif Kualitatif.
Swaminathan, K. &. (2019). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Bumi Flora Indonesia Melalui Variabel Perceived Quality Sebagai Mediasi. Jurnal Strategi Pemasaran. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/12448%0Ahttps://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/12448/10806
Syah, A. B., Prihatini, A. E., & Pinem, R. J. (2022). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen pada Layanan Video Streaming Digital Viu. Jurnal Ilmu Administrasi Bisnis, 11(3), 532–539. https://doi.org/10.14710/jiab.2022.35418
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-04-30
How to Cite
Kumala, P. D., Wiyadi, W., Nasir, M., & Isa, M. (2025). ANALYSIS OF PRODUCT TYPES, PROMOTION AND CUSTOMER LOYALTY MEDIATED BY BRAND IMAGE AT PT. BANK MANDIRI (PERSERO) TBK. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2706-2722. https://doi.org/10.31955/mea.v9i1.5468
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