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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Putri, Nindya Kalisha
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HOW TO BUILD AND MAINTAIN EMOTIONAL CONNECTION WITH COSTUMER TO INCREASE BRAND AWARENESS A STUDY CASE OF COOKIEGOM Putri, Nindya Kalisha; Ilma Aulia Zaim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18599626

Abstract

The Indonesian soft cookie market is highly competitive, making emotional connection a key driver of customer loyalty. This study examines how customers form emotional connections with cookie brands and how Cookiegom, a small business, can strengthen these connections to enhance brand awareness and repeat purchase. A qualitative approach was applied through in-depth interviews with ten consumers who had purchased both Cookiegom and Doughlab, supported by digital observation of social media and customer reviews. Thematic analysis reveals that Cookiegom is perceived as a “comfort brand,” offering warmth, comfort, and freshness, while Doughlab is viewed as a premium, highly visible brand. These emotional differences influence attachment, repeat purchases, and word-of-mouth behavior. The study proposes the Emotional Comfort Connection Loop Model to explain how emotional bonds develop through repeated experiential cycles. Strengthening emotional storytelling, improving digital consistency, and integrating comfort-oriented touchpoints are recommended strategies for Cookiegom.
Co-Authors Ilma Aulia Zaim