Pengaruh Emotional Branding Terhadap Post-Purchase Regret pada Produk Scarlett Whitening

Abstract

The cosmetics industry is one of the industries that has grown rapidly from year to year. In order to increase purchases, companies try to introduce their products by doing some marketing which is expected to influence consumers to buy these products. Various factors can affect a person's purchasing decision, one of which is emotional branding. This study aimed to examine the effect of emotional branding on post-purchase regret on Scarlett Whitening products. This research uses quantitative research methods. Data collection was carried out by distributing Google Forms to 350 people using an accidental sampling technique. The data collection method uses a Likert scale of emotional branding and post-purchase regret scales. The study results show that emotional branding variables negatively relationship with post-purchase regret. Emotional branding can reduce post-purchase regret on Scarlett Whitening products. The implication is that this research can expand information about the relationship between emotional branding and post-purchase regret on Scarlett Whitening products.