The Mediating effect of brand image on the relationship between internal incentives, sales promotion, and sales performance: a case study of WOM Finance
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Published:
Aug 30, 2026
Keywords:
Brand Image, Financial Services Industry Financing, Internal incentives, Refinancing, Sales Performance, Sales Promotion
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Economy
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Abstract
In the competitive financing sector, inconsistencies between marketing efforts and actual sales highlight a critical gap regarding brand perception. This study investigates the direct and indirect effects of internal incentives and sales promotion on sales performance, evaluating brand image as a mediator. A quantitative approach was employed, surveying 127 respondents (Marketing Agent Officers (MAOs), Branch Agency Heads (BAHs), dan Credit Marketing Officers (CMOs), dan Branch Marketing Heads (BMHs)) at WOM Finance. Data from Likert-scale questionnaires were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The sampling technique employed in this study is accidental sampling (convenience sampling). The choice of convenience sampling was based on considerations of ease and speed. This method is frequently selected when the population is relatively accessible, yet drawing a truly random sample is not feasible. The results demonstrated that internal incentives (?=0.272, p=0.017) and external promotion (?=0.211, p=0.008) significantly improved sales performance. Furthermore, brand image directly enhanced sales (?=0.366, p=0.029) and significantly mediated the impacts of both internal incentives (p=0.033) and promotion (p=0.037) on sales performance. These findings suggest that integrating internal employee motivation with external promotional efforts optimizes sales performance primarily by strengthening the corporate brand image, providing a holistic and robust framework for strategic marketing integration in the financial services industry.
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How to Cite
Triwibow, A. . and Widjaja, B. T. . (2026) “The Mediating effect of brand image on the relationship between internal incentives, sales promotion, and sales performance: a case study of WOM Finance”, Jurnal Mantik, 10(2), pp. 668-677. doi: 10.35335/mantik.v10i2.7415.
References
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Brahmana, S. S., & Christina, V. (2020). Mediating role of organizational commitment on the relationship between internal marketing and marketing performance. International Journal of Psychosocial Rehabilitation, 24(2), 3212–3221.
Cavaliere, L. P. L., Garunja, E., Ihsan, H., Patel, V. B., Bagale, G. S., Chakravarthi, M. K., Rajest, S. S., & Regin, R. (2021). The impact of corporate image on employees’ sproductivity: The mediating effect of reputation. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 21378–21394. https://www.researchgate.net/publication/355162368
Chang, A. Y.-P. (2017). A study on the effects of sales promotion on consumer involvement and purchase intention in the tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 8323–8330. https://doi.org/10.12973/ejmste/77903
Çelik, Z., Saydan, R., & Dülek, B. (2024). The mediating role of corporate image and job satisfaction in the effect of internal marketing on employee performance. Proceeding Book of the 4th International Conference on Scientific and Academic Research (ICSAR 2024), 427–434. https://www.researchgate.net/publication/382620776
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Frankort, H. T. W., & Avgoustaki, A. (2021). Beyond reward expectancy: How do periodic incentive payments influence the temporal dynamics of performance? Journal of Management, 48(7), 2075–2107. https://doi.org/10.1177/01492063211016032
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Hamid, R. S., & Anwar, S. M. (2019). Structural equation modeling (SEM) berbasis varian: Konsep dasar dan aplikasi program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia.
Hayati, M. Z., Firdaus, Jumai, & Aini, F. N. (2025). The impact of brand storytelling and brand image on marketing performance: A case study of Grab Indonesia. Jurnal Manajemen Bisnis, 12(1), 39–54. https://doi.org/10.33096/jmb.v12i1.974
Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90–99. https://doi.org/10.7176/JESD/13-8-09
Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). Pearson Education
Kotler, P., Armstrong, G., Balasubramanian, S., & Cunningham, J. (2024). Principles of marketing (19th ed.). Pearson Education.
Kuzmin, E. A., Faminskaya, M. V., Rodionova, E. A., & Zinatullina, E. R. (2022). Digital effect: Relationship between brand media image and company performance. Jurnal Ilmiah Peuradeun, 10(2), 491–508. https://doi.org/10.26811/peuradeun.v10i2.785
Munthe, R. G., Susan, M., & Sulungbudi, B. M. (2024). The role of internal marketing in building organizational commitment and reducing turnover intention affecting the improved performance of life insurance agents in Indonesia. APTISI Transactions on Technopreneurship (ATT), 6(1), 56–71. https://doi.org/10.34306/att.v6i1.387
Omoruyi, U. S., Magbadelo, T. O., Adeshola, Q. I., Adewumi, J. O., Okpanachi, A., & Kachalla, I. S. (2025). Impact of sales promotion on organisational performance: A case study of Unilever Nigeria Plc. Path of Science, 11(6), 1001–1008. https://doi.org/10.22178/pos.119-2
Rahardja, A. (2021). Analysis of sales promotion and influence of corporate social responsibility for brand image and its impact to usage behavior of BNI credit cards. Social Economics and Ecology International Journal, 5(2), 21–31. https://doi.org/10.21512/seeij.v5i2.10027
Saeedinejad, M. M. (2016). The study of the effect of internal marketing on sales staff performance with an emphasis on the role of organizational commitment. Asian Social Science, 12(6), 169–178. https://doi.org/10.5539/ass.v12n6p169
Sajowa, A. S. (2025). Effect of sales promotion on the performance of SMEs in Oluyole Industrial Layout, Ibadan Oyo State. International Journal of Science, Architecture, Technology, and Environment, 2(5), 744–750. https://doi.org/10.63680/vu965745jythhv54fy
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Setyadi, B., Helmi, S., & Hidayat, A. (2022). The mediation role of brand image on the effect of sales promotion on SME product purchase decisions. Journal of Business and Economics Review, 17(10), 287–300. https://doi.org/10.5281/zenodo.7162325
Shimp, T. A., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications (9th ed.). Cengage Learning.
Sudarman, D., & Lailla, N. (2023). The influence of marketing strategy and marketing mix on marketing performance of ready-to-drink beverages through brand image. International Journal of Professional Business Review, 8(9), e03539. https://doi.org/10.26668/businessreview/2023.v8i9.3539
Suryati, & Irhamna, N. (2022). Internal marketing: Concept and application for increased corporate performance. RELEVANCE: Journal of Management and Business, 5(1), 24–32. https://doi.org/10.22515/relevance.v5i1.5091
Usani, N. E., & Sampson, E. A. (2023). Internal marketing and sales force performance of beverage manufacturing firms in Nigeria. International Journal of Management, Accounting and Economics, 10(7), 480–494. https://doi.org/10.5281/zenodo.8268267
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2021). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill Education
Yamin, S. (2023). Olah data statistik: SmartPLS 3, SmartPLS 4, AMOS & STATA (mudah & praktis) (Edisi III). PT Dewangga Energi Internasional.
Adirinekso, G. P., Purba, J. T., Budiono, S., & Rajaguguk, W. (2021). How brand image mediated sales promotion and price to impact Shopee consumer’s decision? The case of urban workers in Jakarta. Proceedings of the International Conference on Industrial Engineering and Operations Management, Sao Paulo, Brazil. https://ieomsociety.org/brazil2020/papers/558.pdf
Ahmad, Y. S. (2025). Analysis of factors influencing medicine purchase decisions in Cilegon. Multidisciplinary Indonesian Center Journal, 2(2), 2376–2399. https://e-jurnal.jurnalcenter.com/index.php/micjo/article/download/1149/677/5171
Akanbi, P. A., & Obafemi, O. O. (2024). Effect of customer rewards and incentives on organizational performance in selected publishing companies in Southwestern Nigeria. International Journal of Entrepreneurship and Business Innovation, 7(1), 106–123. https://doi.org/10.52589/IJEBI-
Angeline, C., Suparna, G., & Dana, I. M. (2023). The role of brand image mediates the influence of promotion on purchase decisions. Journal of Law and Sustainable Development, 11(10), e0869. https://doi.org/10.55908/sdgs.v11i10.869
Armstrong, M., & Taylor, S. (2021). Armstrong’s handbook of strategic human resource management (7th ed.). Kogan Page.
Baskoro, B. D., B. T. Widjaja, Sudarmadji (2021), The Nexus of Transformational Leadership, Compensation and Knowledge Management towards Employee Performance: Mediation Role of Work Motivation, Management and Entrepreneurship: Trends of Development, vol. 1, iss. 15, p. 41-64. https://management-journal.org.ua/index.php/journal/article/view/246
Basyazicioglu, H. N., & Akdogan, M. S. (2018). The effects of internal marketing activities on the satisfaction and performance of salespeople. Journal of Business, Economics and Finance, 7(3), 309–318. https://doi.org/10.17261/Pressacademia.2018.958
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.
Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. Free Press
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Brahmana, S. S., & Christina, V. (2020). Mediating role of organizational commitment on the relationship between internal marketing and marketing performance. International Journal of Psychosocial Rehabilitation, 24(2), 3212–3221.
Cavaliere, L. P. L., Garunja, E., Ihsan, H., Patel, V. B., Bagale, G. S., Chakravarthi, M. K., Rajest, S. S., & Regin, R. (2021). The impact of corporate image on employees’ sproductivity: The mediating effect of reputation. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 21378–21394. https://www.researchgate.net/publication/355162368
Chang, A. Y.-P. (2017). A study on the effects of sales promotion on consumer involvement and purchase intention in the tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 8323–8330. https://doi.org/10.12973/ejmste/77903
Çelik, Z., Saydan, R., & Dülek, B. (2024). The mediating role of corporate image and job satisfaction in the effect of internal marketing on employee performance. Proceeding Book of the 4th International Conference on Scientific and Academic Research (ICSAR 2024), 427–434. https://www.researchgate.net/publication/382620776
Dessler, G. (2020). Human resource management (16th ed.). Pearson Education.
Firmansyah, A., & Tanuwijaya, J. (2023). Pengaruh pemasaran internal dan kompensasi terhadap kepuasan kerja dan kinerja pegawai PLN di wilayah Sulawesi. Ekonika: Jurnal Ekonomi Universitas Kadiri, 8(1), 180–199. https://doi.org/10.30737/ekonika.v8i1.3814
Frankort, H. T. W., & Avgoustaki, A. (2021). Beyond reward expectancy: How do periodic incentive payments influence the temporal dynamics of performance? Journal of Management, 48(7), 2075–2107. https://doi.org/10.1177/01492063211016032
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
Hamid, R. S., & Anwar, S. M. (2019). Structural equation modeling (SEM) berbasis varian: Konsep dasar dan aplikasi program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia.
Hayati, M. Z., Firdaus, Jumai, & Aini, F. N. (2025). The impact of brand storytelling and brand image on marketing performance: A case study of Grab Indonesia. Jurnal Manajemen Bisnis, 12(1), 39–54. https://doi.org/10.33096/jmb.v12i1.974
Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90–99. https://doi.org/10.7176/JESD/13-8-09
Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). Pearson Education
Kotler, P., Armstrong, G., Balasubramanian, S., & Cunningham, J. (2024). Principles of marketing (19th ed.). Pearson Education.
Kuzmin, E. A., Faminskaya, M. V., Rodionova, E. A., & Zinatullina, E. R. (2022). Digital effect: Relationship between brand media image and company performance. Jurnal Ilmiah Peuradeun, 10(2), 491–508. https://doi.org/10.26811/peuradeun.v10i2.785
Munthe, R. G., Susan, M., & Sulungbudi, B. M. (2024). The role of internal marketing in building organizational commitment and reducing turnover intention affecting the improved performance of life insurance agents in Indonesia. APTISI Transactions on Technopreneurship (ATT), 6(1), 56–71. https://doi.org/10.34306/att.v6i1.387
Omoruyi, U. S., Magbadelo, T. O., Adeshola, Q. I., Adewumi, J. O., Okpanachi, A., & Kachalla, I. S. (2025). Impact of sales promotion on organisational performance: A case study of Unilever Nigeria Plc. Path of Science, 11(6), 1001–1008. https://doi.org/10.22178/pos.119-2
Rahardja, A. (2021). Analysis of sales promotion and influence of corporate social responsibility for brand image and its impact to usage behavior of BNI credit cards. Social Economics and Ecology International Journal, 5(2), 21–31. https://doi.org/10.21512/seeij.v5i2.10027
Saeedinejad, M. M. (2016). The study of the effect of internal marketing on sales staff performance with an emphasis on the role of organizational commitment. Asian Social Science, 12(6), 169–178. https://doi.org/10.5539/ass.v12n6p169
Sajowa, A. S. (2025). Effect of sales promotion on the performance of SMEs in Oluyole Industrial Layout, Ibadan Oyo State. International Journal of Science, Architecture, Technology, and Environment, 2(5), 744–750. https://doi.org/10.63680/vu965745jythhv54fy
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Setyadi, B., Helmi, S., & Hidayat, A. (2022). The mediation role of brand image on the effect of sales promotion on SME product purchase decisions. Journal of Business and Economics Review, 17(10), 287–300. https://doi.org/10.5281/zenodo.7162325
Shimp, T. A., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications (9th ed.). Cengage Learning.
Sudarman, D., & Lailla, N. (2023). The influence of marketing strategy and marketing mix on marketing performance of ready-to-drink beverages through brand image. International Journal of Professional Business Review, 8(9), e03539. https://doi.org/10.26668/businessreview/2023.v8i9.3539
Suryati, & Irhamna, N. (2022). Internal marketing: Concept and application for increased corporate performance. RELEVANCE: Journal of Management and Business, 5(1), 24–32. https://doi.org/10.22515/relevance.v5i1.5091
Usani, N. E., & Sampson, E. A. (2023). Internal marketing and sales force performance of beverage manufacturing firms in Nigeria. International Journal of Management, Accounting and Economics, 10(7), 480–494. https://doi.org/10.5281/zenodo.8268267
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2021). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill Education
Yamin, S. (2023). Olah data statistik: SmartPLS 3, SmartPLS 4, AMOS & STATA (mudah & praktis) (Edisi III). PT Dewangga Energi Internasional.
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