Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Trust Dengan Memperhatikan Fenomena Boikot Pada Produk Kosmetik Rosé All Day

Muslimah, Ana Hanifah (2025) Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Trust Dengan Memperhatikan Fenomena Boikot Pada Produk Kosmetik Rosé All Day. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5031211078-Undergraduated_Thesis.pdf Restricted to Repository staff only until 1 April 2027. Download (5MB) | Request a copy

Abstract

Industri kosmetik Indonesia mengalami pertumbuhan signifikan pada tahun 20222023, namun menghadapi tantangan, salah satunya fenomena boikot yang dipengaruhi oleh keterikatan emosional konsumen terhadap isu sosial, seperti konflik Israel-Palestina. Rosé All Day (RAD), merek kosmetiklokal, menjadi sasaran boikot yang memengaruhi niat beli konsumen meskipun telah memberikan klarifikasi dan donasi. Penelitian ini bertujuan untuk menganalisis pengaruh emotional marketing terhadap purchase intention yang dimediasi oleh brand trust dalam fenomena boikot terhadap RAD. Menggunakan metode PLS SEM dengan data 300 responden dipilih melalui teknik purposive sampling, penelitian ini menganalisis lima variabel dari konsep emotional marketing: equity, experience, energy, product, dan money. Hasil dari penelitian ini adalah variabel equity, experience, energy, dan product berpengaruh positif terhadap brand trust, sedangkan money tidak. Variabel experience dan energy berpengaruh signifikan terhadap purchase intention, sedangkan yang lainnya tidak. Brand trust terbukti memediasi hubungan antara emotional marketing dan purchase intention, kecuali pada variabel money. Penelitian ini memberikan kontribusi dalam memahami peran emotional marketing dan brand trust terhadap purchase intention di tengah fenomena boikot.
==================================================================================================================================
Inndonesia's cosmetics industry is experiencing significant growth of in 2022-2023. 2022-2023, but faces challenges, one of which is the boycott phenomenon which is influenced by consumers' emotional attachment to social issues, such as phenomenon, which is influenced by consumers' emotional attachment to social issues, such as the Israeli-Palestinian conflict. Rosé All Day (RAD), a local cosmetics brand, became the targeted by a boycott that affected consumers' purchase intentions despite providing clarifications and donations. clarifications and donations. This study aims to analyze the effect of emotional marketing on purchase intention mediated by brand trust in the boycott phenomenon against RAD. trust in the boycott phenomenon against RAD. Using the PLS-SEM method method with data from 300 respondents selected throughpurposive sampling, this study analyzes five variables from the concept of emotional marketing: equity, experience, energy, product, and money. The results showed that the variables of equity, experience, energy, and product have a positive effect on brand trust, while money does not. does not. Experience and energy variables have a significant effect on purchase intention, while the others do not. Brand trust is proven to mediate the relationship between emotional marketing and purchase intention, except for the variable money. This research provides contribution in understanding the role of emotional marketing and brand trust on purchase intention amid the boycott phenomenon.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Trust, Emotional Marketing, Fenomena Boikot, Purchase Intention, Rosé All Day Boycott Phenomenon, Brand Trust, Emotional Marketing, Purchase Intention, Rosé All Day.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ana Hanifah Muslimah
Date Deposited:	02 Feb 2025 02:44
Last Modified:	02 Feb 2025 02:44
URI:	http://repository.its.ac.id/id/eprint/117545

Actions (login required)

View Item