Pengaruh Emotional Branding terhadap Brand Attachment Produk Mixue di Kota Medan

Abstract

Progress in the economic sector, causing development in the business world also experienced rapid growth and progress. This makes producers to be more critical, creative and innovative about the changes that occur. All this is evidenced by the emergence of new companies. Also businesses engaged in food and beverages. The number of brands engaged in the food and beverage industry today causes more innovation and maintains brand attachme nt with consumers. There are many factors that affect brand attachment , one of which is a marketing strategy through an emotional approach known as emotional branding . This study aims to see the influence of emotional branding on Mixue product brand attachme nt in Medan City. This research uses quantitative research methods. The data collection method uses the likert scale which consists of the emotional branding scale and the brand attachment scale , then for the sampling technique using accidental sampling te chnique To test the hypothesis in this study using Simple Regression Analysis . The data collection of this study was carried out by distributing questionnaires in the form of google forms to 349 people. The results of this study indicate that there is an influence of emotional branding on brand attachment to Mixue consumers by 11%. So that Mixue products should maintain and increase brand attachment to consumers in order to increase attachment with consumers.