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Research Article | Volume 4 Issue 1 (Jan-June, 2023)
The Effect of Digital Marketing on Brand Loyalty through Brand Image as Mediating Variable (Case Study on PT. Pegadaian)
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Under a Creative Commons license
Open Access
Published
Jan. 10, 2023
Abstract
Companies like P.T. Pegadaian, which distributes public financial loans in Indonesia, are attempting to gain an advantage in the market by undergoing digital transformation. This research highlighted the Digital marketing approach adopted and put into practice by P.T. Pegadaian. The data collection method of this study used a questionnaire with a total of 220 respondents from PT Pegadaian throughout Indonesia by purposive sampling techniques. The data were analyzed by Structural Equation Modeling (SEM) with the AMOS 24 application. This study showed that digital marketing positively and significantly affects brand loyalty. In addition, brand image has a positive and significant effect on brand loyalty and significantly mediates digital marketing.
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