Exploring the Relationship Between Perceived Value, Brand Image and Customer Loyalty in the Fiber Drink Industry

Abstract

The growing public awareness of healthy living has driven the expansion of Indonesia’s detox diet product market, with Flimty emerging as the market leader. This study aims to explore how perceived value including perceived quality, social, emotional, and financial value impacts brand loyalty, with brand image serving as a mediating variable. Data was collected through a survey of 563 respondents who had been using Flimty products for more than six months and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all dimensions of perceived value significantly influence both brand image and brand loyalty, with brand image playing a mediating role in these relationships. The study is limited by its focus on respondents within Indonesia and its reliance on online data collection. Future research is encouraged to consider additional factors such as customer experience, social media influence, and technological adoption in marketing strategies. These insights are expected to offer strategic value for businesses aiming to strengthen brand image and build customer loyalty in the increasingly competitive health product market.