Pengaruh Emotional Branding terhadap Purchase Intention Pengguna Tokopedia dengan brand Trust Sebagai Mediator

Abstract

Fulfilling the need for goods and services nowadays can be accessed easily through online applications. There are a lot of applications available in Indonesia which causes competition between them. The factor that can be a differentiator is the presence of purchase intentions from customers. Customer purchase intention can be influenced by emotional factors and brand trust. To connect customers with brands, a marketing strategy known as emotional branding is needed, where emotional branding is a factor that can create brand trust. This study aims to examine the effect of emotional branding on the purchase intention among Tokopedia users with brand trust as a mediator. This study used quantitative research methods with 354 samples. The data collection method uses a Likert scale which consists of emotional branding, purchase intention, and brand trust scales. The results of the study show that: (1) emotional branding positively affect purchase intention; (2) emotional branding positively affect brand trust; (3) brand trust positively affect purchase intention; (4) brand trust acts as a mediator in the influence of emotional branding on purchase intention with a mediation coefficient value of 0.389 which is smaller than the direct influence coefficient value of 0.763, so that the mediating variable is proven to mediate partially. The implication is that emotional branding is an important factor that can be applied by brands to form brand trust, so that it can influence customer purchase intentions.