ANALISIS HUBUNGAN ANTARA EMOTIONAL BRANDING, BRAND IMAGE, DAN KEPUTUSAN PEMBELIAN PRODUK F&B PREMIUM
DOI:
https://doi.org/10.70248/jismdb.v2i2.1838Keywords:
Emotional Branding, Brand Image, Keputusan Pembelian, Produk F&B PremiumAbstract
Penelitian ini berfokus pada pengaruh emotional branding terhadap citra merek dan dampaknya terhadap keputusan pembelian produk F&B premium. Pendekatan kuantitatif digunakan dalam studi ini, dengan pengumpulan data dilakukan melalui penyebaran kuesioner kepada 200 konsumen yang mengonsumsi produk F&B premium di kawasan perkotaan Indonesia. Pengolahan data dalam penelitian ini menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) yang dianalisis melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa emotional branding berpengaruh positif signifikan terhadap brand image (β = 0.658, p < 0.001) dan keputusan pembelian (β = 0.332, p < 0.001). Selain itu, brand image terbukti memiliki pengaruh terbesar terhadap keputusan pembelian (β = 0.723, p < 0.001). Brand image juga berperan sebagai mediator dalam hubungan antara emotional branding dan keputusan pembelian. Temuan ini menegaskan pentingnya emotional branding dan brand image dalam membentuk preferensi konsumen, khususnya di pasar produk F&B premium. Implikasi manajerial meliputi pentingnya integrasi strategi emotional branding dan pembangunan citra merek untuk meningkatkan loyalitas dan keputusan pembelian konsumen.
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