The Effects of Brand Equity and Sales Promotion on Customer Loyalty with Purchase Decisions as a Mediating Variable

This study examines brand equity, sales promotion, purchase decisions, and customer loyalty among Purbasari body scrub consumers on TikTok Shop in Yogyakarta City. Questionnaire data from 100 purposively selected respondents were analyzed using multiple regression and Sobel tests in SPSS 26. The reported regressions indicate positive associations of brand equity and sales promotion with loyalty and purchase decisions. A separate test reports a purchase decision–loyalty association. Mediation interpretations remain provisional because the Sobel inputs are inconsistent with the regression coefficients. These cross-sectional findings require consistent model outputs before mediation conclusions can be confirmed.