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September 23, 2025Innovative MarketingOpen Access

Strategic positioning, relational marketing, and brand loyalty: The mediating role of brand image in Indonesia’s telecom sector

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Brand loyalty is influenced by both strategic positioning and relational marketing, highlighting the importance of brand image.
Direct effects of strategic positioning and relational marketing on brand loyalty were significant (β = 0.323 and β = 0.288, respectively).
A quantitative survey involving 460 prepaid mobile users in Makassar City was analyzed using PLS-SEM to explore relationships.
These findings suggest that telecommunications providers should focus on integrating brand image development with marketing strategies.

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Quantitative analysis shows brand image mediates brand loyalty in Indonesia's telecom sector, suggesting strategic improvements.

Ismail et al. (2025) studied this question.

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