Pengaruh Emotional Branding dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Tokopedia di Kota Medan

Abstract

Tokopedia is one of the e-commerce platforms with many loyal consumers. However, there is still little research related to the impact of emotional branding on Tokopedia consumer loyalty. This study aims to determine the effect of emotional branding and consumer satisfaction on consumer loyalty in Tokopedia consumers in Medan. This study uses a quantitative method with a multiple regression model. Based on the results of the analysis, it was found that emotional branding affects consumer loyalty (p <0.001; p <0.005). In addition, the results of the analysis show that consumer satisfaction also affects consumer loyalty (p <0.001; p <0.005). Based on the results of the analysis, it can be concluded that emotional branding has a positive and significant effect on consumer loyalty in Tokopedia consumers in Medan. The results of the study also concluded that consumer satisfaction has a positive and significant effect on consumer loyalty in Tokopedia consumers in Medan. Thus, Tokopedia needs to increase consumer satisfaction, as well as improve their marketing strategy through emotional branding in order to grow more loyal consumers in Medan.