| dc.description.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. | en_US |
