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Journal : Transformasi: Journal of Economics and Business Management

Analisis Emotional Branding Strategy dalam Meningkatkan Loyalitas Pelanggan pada Umama Brand di Kota Bima Siska Andriani; Amirul Mukminin; Herman Herman
Transformasi: Journal of Economics and Business Management Vol. 3 No. 3 (2024): September : Journal of Economics and Business Management
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/transformasi.v3i3.1958

Abstract

This research aims to analyze the influence of emotional branding strategies in increasing customer loyalty to the Umama Brand in Bima City. Emotional branding is an approach that creates an emotional bond between consumers and brands through the use of elements such as stories, symbols and values that are relevant to local culture. This research uses a qualitative method with a case study approach. Data was collected through in-depth interviews, observation and documentation analysis. The research results show that the emotional branding strategy implemented by Umama Brand has succeeded in creating strong emotional relationships with customers, which has a positive impact on the level of customer loyalty. These findings show the importance of emotional branding as an effective strategy in maintaining and increasing customer loyalty in a competitive market.
Co-Authors A.A. Ketut Agung Cahyawan W Abi Fadila Achi Rinaldi Ade Marganda ade, Nur Ade Halimah Afriani, Sahra Agus Pahrudin Alda, Trilisa Amirul Mukminin Ana Risqa JL Anathiya, Ladika Anggraeni, Ade Irma Anggraeni, Ruly Anggraini, Devina Ingrid Anisa Fitri Anisatul Farida Anita Destati APRILYANTI, EVI Ardisal Ardisal Arfani Manda Tama Ariawan, Feri Arini Alhaq Aris Munandar Arrsyi, Esty Nurbaity Atica Puspitaningtyas Az-zahra, Nadia Baderi Baderi Bambang Sri Anggoro Bettri Yustinaningrum bettri yustinaningrum, bettri Daniel Happy Putra Desmita Rohadatu Aisy Dewi Robbi Anti Diana Yonika Sari Dinar Munggaran Akhmad, Dinar Munggaran Dona Dinda Pratiwi Dwi Nurmalasari Dwiyanti , Ni Made Ayu Eka Cahyaningsih Eka Suhardi Elvi Salviani Enni Ersari Ernawati Ernawati Fadly Nendra Faidah, Nuzulul Fajar Delli Wihartiko Farida Farida Farida Farida Farida Farida Farida, Farida Febi Febriyanti Feri Ariawan Fitriani, Wa Ode Heni Fitrianingsih Fitrianingsih Fraulein Intan Suri Gusti Ayu Farah Nabilla Gusti Rahmadi Haerlina, Lina Handayani, Fitroh Haris Budiman Herman Herman Huda, Luluk Lailul Huri Suhendri Iip Sugiharta Imam Sulhani Imam Syafei Imron, HR Muhammad Ina Subekti Indah Resti Ayuni Suri Indri Septiani Indri Septiani Indria, Rani Irma Mardian Isnani Isnani Istihana Istihana Izni Marwa Hanifah Juliyana, Melinda Kadir Kadir Kiki Ambar Sari Ladika Anathiya Lina Haerlina Linia Lupita M. Hadin Muhjad M.Rony Muhazir Mardiyah Mardiyah Marina Lestari Maryam Maryam Maskur Maskur Mazida Zahra Megananda Elvaliana Mila Nirmalasari Hasibuan Mudi, Helena Muhamad Syazali Muhammad Khoirul Ritonga Mujib Mujib Mujib Mujib Mujib, Mujib Nanang Supriadi Nasrati Natria Netriwati Netriwati Netriwati Nilawati Tadjuddin Ningrum, Della Tri Aditiya Nining Ratnasari Novian Riskiana Dewi Noviana, Dewi Novita Indriyani Nur Ana, Sri Nur Faddilah Sani Nur Fitri Lestari Nurmaladewi, Rina Nurul Habibah Nurul Zannah Nuzulul Faidah Oktavia, Yovi Puspita, Anindita Puspita, Dhea Qurotunnisa, Asri Rachmawati, Ruruh Rani Kurniawati Ratnasari, Nining Ratnasari, Nining Reka Septiana Putri Reni Novilia Reni Ulfa Sari Resti Pangestu Ria Indriani Ridha Yoni Astika Ridho, Fachri Ridho, Fachri Ririn Cahyani AS Ririn Maratus Solekha Riska, Hadya Risma Risma Riyama Ambarwati Rizki Wahyu Yunian Putra Roby Firdian Ruswanda Rohana Rohana Romlah Rosida Rakhmawati Rubhan Masykur Rubhan Masykur Rubhan Masykur Ruhban Masykur Ruly Anggraeni Saprudin Sapta Desty Sugiharti Saputra, Wanda Sari, Arissona Dia Indah Sari, Renny Ninda Sarum, Lia Sekar Handayani Septiani, Indri Septia_Marcella Sesnawati, Yeni Sholichatun Nisa Sri Purwanti Nasution, Sri Purwanti Sri Siti Supatimah Suhendra Suhendra Sundari, Nining Sungkono Sungkono Syarifah, Annisa Jamil Tadjudin, Nilawati Tama, Arfani Manda Tama, Arfani Manda Trilisa Alda Uyun, Nur Wahyuni Ayu Lestari Yahya AD Yahya AD, Yahya Yanuar Hery Murtianto Yanuar Hery Murtianto Yumn Jamilah YUSUF, FITRIA AGUSTINA Yusuf, Ode Yahyu Herliany