Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention

  • Achmad Yanu Alif Fianto Fakultas Ekonomi dan Bisnis; Universitas Dinamika
  • Helmy Widyantara Fakultas Teknologi Informasi dan Bisnis, Institut Teknologi Telkom Surabaya
  • Dominggo Bayu Baskara Fakultas Teknologi Informasi dan Bisnis, Institut Teknologi Telkom Surabaya
DOI: https://doi.org/10.32503/jmk.v7i2.2348

Abstract

This study and analysis was carried out to examine the effect of emotional marketing on purchase intention. This study also analyzes the mediating role of brand awareness and brand trust in the relationship between emotional marketing and purchase intention. This study uses a questionnaire as an instrument of study and has collected valid and reliable data from 130 respondents who are users of MSME products who are actively promoting on Instagram social media. This study adopted the Structural Equation Model (SEM) with the Partial Least Square (PLS) technique to test the hypothesis in this study. This study proves that brand awareness and brand trust have a mediating role in the relationship between emotional marketing and purchase intention. This means that emotional marketing has an indirect effect on purchase intention through brand trust and brand awareness. This study also proves that emotional marketing does not have a significant impact on purchase intention.

Published
2022-06-04
How to Cite
FIANTO, Achmad Yanu Alif; WIDYANTARA, Helmy; BASKARA, Dominggo Bayu. Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention. JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 7, n. 2, p. 47-59, june 2022. ISSN 2656-0771. Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/2348>. Date accessed: 05 feb. 2025. doi: https://doi.org/10.32503/jmk.v7i2.2348.
Citation Formats
Issue
Vol 7 No 2 (2022): Mei
Section
Artikel Ilmiah