This study examines the influence of brand image and brand love on customer loyalty, mediated by customer engagement, within the framework of Relationship Marketing Theory. Focusing on Jims Honey consumers in Wonosobo Regency, the research employs a quantitative method using data collected via an online survey (Google Forms) from 140 active customers selected through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) in AMOS 24. The findings reveal that brand image (β = 0.386, p = 0.009) and brand love (β = 0.199, p = 0.010) significantly enhance customer engagement, aligning with the theory’s emphasis on emotional and perceptual bonds driving long-term relationships. However, neither variable exerts a direct effect on customer loyalty (brand image: β = 0.056, p = 0.647; brand love: β = 0.032, p = 0.625). Instead, customer engagement fully mediates these relationships, demonstrating a strong positive impact on loyalty (β = 0.379, p = 0.000). These results underscore the critical role of engagement as a bridge between brand-related perceptions and behavioral loyalty. For practical implications, marketers should prioritize strategies that foster active customer engagement (e.g., interactive social media campaigns, loyalty programs) to translate brand image and emotional attachment into sustained loyalty. The study contributes to Relationship Marketing Theory by empirically validating engagement as a key mediator in contexts where direct effects are insignificant. Limitations include the geographic focus on Wonosobo Regency and the use of purposive sampling; future research could expand to diverse demographics and industries to generalize findings.
Bawazir et al. (2025) studied this question.