Waltz, Ghina Zahira and Susilowati, S.Sos, M.AB. (2024) Dampak Strategi Emotional Branding Terhadap Keputusan Pembelian Pada Produk Cokelat Chocodot Di PT Tama Cokelat Indonesia Garut. Diploma thesis, Universitas Brawijaya.
Abstract
Salah satu strategi branding yang dapat digunakan perusahaan adalah pendekatan emotional branding. Adanya hubungan emosional yang terhubung antara brand dengan konsumen memiliki dampak terhadap keputusan pembelian konsumen produk. Salah satu brand yang membangun hubungan emosional dengan konsumen adalah produk cokelat Chocodot. Penelitian in bertujuan untuk mengetahui dampak strategi emotional branding terhadap keputusan pembelian produk cokelat Chocodot di gerai Chocodot. Terdapat dua variabel dalam penelitian ini yakni variabel X emotional branding (relationship, sensorial experience, imagination, dan vision) dan variabel Y keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode yang disebarkan kepada responden yaitu konsumen Chocodot yang pernah membeli langsung di gerai resmi Chocodot pada bulan Februari 2024. Teknik analisis yang digunakan adalah analisis regresi sederhana. Berdasarkan hasil penelitian menunjukkan bahwa terdapat dampak positif dari emotional branding terhadap keputusan pembelian sebesar 51,5%. Hal ini berarti semakin tinggi atau semakin baik emotional branding yang terbangun maka akan semakin meningkatkan keputusan pembelian konsumen. Dapat disimpulkan dari hasil analisis bahwa produk cokelat Chocodot mampu membangun sisi emosional konsumen dengan baik, hal ini ditunjukkan dengan rata-rata nilai indikator emotional branding yang tinggi (4,25).
English Abstract
One of the branding strategies that companies can use is the emotional branding approach. The existence of an emotional connection that is connected between the brand and the consumers can impact consumers’s purchase decision of product. One of the brand that builds an emotional connection with consumers is the Chocodot brand. The creation of emotional connection between brand and consumers will affect their purchase decision. This research aims to determine the impact of emotional branding on the purchase decision of Chocodot product in their official store located at Garut . There are two variables in this study namely emotional branding as independent variable (relationship, sensorial experience, imagination, and vision) and purchase decision as dependent variable. This study uses a descriptive quantitative approach with a method that is distributed to respondents, namely Chocodot’s consumers who had been buy the product at the store directly. The analysis technique used simple regression. Based on the result, it shows that there is an positive effect of emotional branding on purchasing decisions by 51,5%. It means that the higher or better emotional branding the higher consumer’s purchasing decision will increase. From the results of analysis it can be concluded that Chocodot is able to build emotional side of consumers well, it is shows by high average value of the emotional branding indicator (4,25).
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0524170019 |
| Uncontrolled Keywords: | Emotional Branding, Purchase Decision, Chocodot-Emotional Branding, Keputusan Pembelian, Chocodot |
| Divisions: | Program Vokasi > D3 Administrasi Bisnis |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 21 May 2024 03:29 |
| Last Modified: | 21 May 2024 03:29 |
| URI: | http://repository.ub.ac.id/id/eprint/219321 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Ghina Zahira Waltz.pdf Restricted to Registered users only Download (5MB) |
Actions (login required)
 |
View Item |