Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JIMEB: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis
Sri Wahyuning
Universitas Sains dan teknologi Komputer Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Digital Emotional Branding in Enhancing Consumer Loyalty in the Platform-Based Online Culinary Industry Sri Wahyuning
Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Vol. 5 No. 2 (2026): MEI| JIMEB : Jurnal Ilmiah Manajemen, Ekonomi, Bisnis
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/39gx3r28

Abstract

The rapid development of digital technology has transformed the culinary industry into a platform-based online ecosystem where competition is increasingly intense and consumer switching behavior is relatively high. In this context, brands are required not only to compete on functional aspects such as price and promotion, but also to build meaningful emotional connections with consumers through digital interactions. This study aims to analyze the role of digital emotional branding in enhancing consumer loyalty in the platform-based online culinary industry and to examine the mediating role of emotional attachment in this relationship. A mixed methods sequential explanatory design was employed, involving a quantitative survey of 250 active platform users analyzed using SEM-PLS, followed by in-depth interviews with 12 selected informants to enrich the interpretation of findings. The results indicate that digital emotional branding has a positive and significant effect on consumer loyalty, both directly and indirectly through emotional attachment as a mediating variable. These findings demonstrate that emotionally oriented digital strategies strengthen psychological bonds and long-term commitment in competitive platform environments. This study contributes theoretically by integrating digital branding and emotional attachment into a comprehensive model and offers practical implications for culinary businesses in designing more engaging and sustainable digital branding strategies.
Co-Authors