ANALISA PENGARUH EMOTIONAL MARKETING TERHADAP PURCHASE INTENTION MELALUI BRAND AWARENESS PADA PRODUK DOVE PERSONAL CARE DI SURABAYA

Irene Susilo, Hatane Semuel




Abstract


Emotional Marketing is a new concept in the world of marketing with the aim of giving the impression of a unique emotional side featuring a brand or product. The purpose of this research is to analyze how the influence of emotional marketing towards Purchase Intention through brand awareness. Objects that will be examined in this study is the product of Dove personal care. This type of research is causal explanatory using the GSCA data measurement techniques. The sample in this research totalled 100 respondents, namely the community shown ads Dove. Sampling techniques in the research of using the technique of judgemental sampling. The type of collection of data in this study using a detailed questionnaire to a sample of research dissemination. Results of the study prove that emotional marketing the Dove had done against direct influence brand awareness and purchase intention but different case with Brand awareness has no effect directly against Purchase Intention.


Keywords


Emotional Marketing, Brand Awareness, Purchase Intention

References


Aaker, David A. (2002). Ekuitas Merek Edisi Indo-nesia. Jakarta: Mitra Utama

Adconomic. (2015, April 10). Dove’s “Choose Beau-tiful” Perempuan di seluruh dunia membuat pilihan.

Ajzen, Icek. (1991) Organizational of Behavior and Human Decision Processes. University of Massachusetts at Amherst.

Basu Swastha dan Hani Handoko, (1988) Manajemen Perusahaan Analisa Perilaku Konsumen, Yog-yakarta: Liberty Edisi Pertama.

Durianto, et al (2001). Strategi Menaklukan Pasar melalui Riset Ekuitas dan Perilaku Merek. Jakarta : PT. Gramedia Pustaka Utama.

Husein Umar, (2003), Metodologi Penelitian Untuk Skripsi dan Tesis Bisnis, Jakarta: PT. Gramedia Pustaka.

Indonesia Finance Today. 2014. Indonesia Lahan Subur Industri Domestik

Indopos. (2015, April 18). Choose Beautiful Kam-panye Merasa cantik

Jang, SooCheong (Shawn), dan Y. Namkung. 2009. Perceived Quality, Emotions, and behavioral Intentions: Application of An Extended Mehra-bian-Russell Model to Restaurants. Journal of Business Research 62, 451-460.

Lee, Lim Son. 2014. Indonesia Menjadi Pasar Potensial Produk FMCG Global

Malhotra. (2005). Riset dan Penelitian. Jakarta: Gra-media Pustaka Utama.

Robinette, Scott et al. 2001. Emotion Marketing, The Hallmark Way of Winning Customers for Life. Mc Graw Hill.

Ruiz, Salvador & M. Sicilia. (2004). The Impact of Cognitive and Effective. Journal of Marketing.

Rytel, Thomas (2010). Emotional marketing Concept: The new marketing Shift in the Postmodern Era. Business: Theory and Practice Vol. 11, No.1, pp. 3038.

Solimun, (2015). Analisis Multivariat: Generalized Structured Component Analysis (GSCA). Malang: Universitas Brawijaya.

SWA (2013, September 19). Dove Kampanye Program Temukan Potensi Kecantikan Diri Sendiri


Full Text: PDF


Copyright © Research Center Web-Dev Team