Pengaruh Emotional Branding terhadap Loyalitas Konsumen pada Pengguna Go-Jek di Kota Medan

Abstract

Transportation is one of the facilities that have an important role in human activities in everyday life. Currently, transportation continues to develop and innovate to make it easier for humans to carry out daily activities. It can be seen from the emergence of various online transportation applications that compete to maintain consumer loyalty. Many factors affect consumer loyalty, one of which is a marketing strategy through an emotional approach known as emotional branding. This study aims to see the effect of emotional branding on consumer loyalty among Go-Jek users in Medan City. This research uses quantitative research methods. The data collection method uses a Likert scale which consists of an emotional branding scale and a consumer loyalty scale. Emotional branding affects consumer loyalty. The data collection for this research was carried out by distributing questionnaires in the form of a Google form to 150 people. The result showed emotional branding variable has a positive effect of 66% on consumer loyalty. It shows that emotional branding increases consumer loyalty to Go-Jek. The implication is that this research can expand information about the effect of emotional branding on consumer loyalty at Go-Jek.