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All Journal JURNAL DINAMIKA EKONOMI PEMBANGUNAN Professional : Jurnal Komunikasi dan Administrasi Publik Syntax Literate: Jurnal Ilmiah Indonesia J-MAS (Jurnal Manajemen dan Sains) Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) JIKE : Jurnal Ilmu Komunikasi Efek Jurnal Riset Komunikasi Bantenese Jurnal Pengabdian Masyarakat Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Enrichment : Journal of Management Connected: Jurnal Ilmu Komunikasi Journal of Islamic and Muhammadiyah Studies eProceedings of Management Triwikrama: Jurnal Ilmu Sosial Komunikatif : Jurnal Ilmiah Komunikasi Journal of Communication, Business and Social Science (JCOBS) Proceeding of Community Service and Engagement Ettisal: Journal of Communication
Almira Shabrina
Telkom University
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Emotional Branding in Joongla: A Marketing Communication in Indonesian Gastronomic Restaurant Melati Aulia Rizky Fitriana; Almira Shabrina
ETTISAL : Journal of Communication Vol. 10 No. 1 (2025): Ettisal : Journal of Communication
Publisher : Universitas Darussalam Gontor

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Abstract

Indonesia has 3,259 indigenous cuisines and 10,900 medium to large-scale food and beverage businesses, indicating high competition. Changes in consumer behavior that increasingly prioritize experiences provide opportunities for gastronomic restaurants, such as Joongla, to strengthen brand positioning. This research aims to describe the application of emotional branding by Joongla in building brand loyalty and analyze the marketing communication strategies used to strengthen emotional branding. This research uses a qualitative case study approach, referring to Marc Gobe's emotional branding theory (2005). The results showed that Joongla successfully implemented the four dimensions of emotional branding: relationship, sensorial experience, imagination, and vision. Joongla can build long-term relationships with consumers through emotional attachment, making sensorial experience the principal value, creating consumer imagination through physical media and storytelling, and consistently communicating Joongla's vision. Emotional branding encourages consumers to return to visit and recommend it to others based on their experience. Joongla's application of emotional branding functions as a form of brand communication that builds emotional connections with consumers, strengthens brand loyalty, and encourages word of mouth. Keywords: emotional branding; marketing communication; word of mouth; brand loyalty; gastronomy
Co-Authors Adha, Aqila Bella Adilah, Rafli Daffa Falih Agnes Pratiwi, Agnes Aiza Nabilla Arifputri Akhmad Syakir Kurnia Amalia Syafira Effendy Amaliah, Siti Hikmah Aminia, Atala Anggian Lasmarito Pasaribu Azzahra, Nabilla Bayhaqi, Muhammad Rizky Clarissavitri, Ivanna Dewi, Riezca Utami Divianti, Khalifa Dudi Rustandi Elva Ardila Azzahra Fadilah, Citra Aprilia Nur Farrah Shaina Fermindra Fithrie, Fathfarhani Atiyla Girsang, Rachel Syallom Anggita Gunawan, Atala Aminia Helen Nadya Saraswati Hudha, Noor Idola Perdini Putri Ikrom, Zulfikar Indria Angga Dianita Irna Yuniar Kamilia, Salma Kastaman, Kastaman Kaur, Sukhwir Khaq, M. Islahul Khizanatul Hikmah Khoerunnisa, Berliana Kirana, Hasna Vania Maura, Khansanida Defta Melati Aulia Rizky Fitriana Mhd Dian Al Fajr Nababan, Ester Marini Nabila Zahiro Nasywa, Shafina Nisa Nurmauliddiana Abdullah Nisaa, Nurul Hidayah Ainun Nuraini, Ganis Hanifah Oktavianti, Hanny Omega Marthadania Putra Pratami, Julia Salsabila Puteri, Chece Amelya Putra, Omega Marthadania Putri Arifan, Aulia Sheila Putri, Aisyah Ali Rachmadiani, Ocha Trisepta Rafi Rahmat Djajasumitra Rah Utami Nugrahani Rizkyna Mutia Sabrina, Alifya Selvy Kusuma Putri Shafina Nasywa Salsabila Silvya Haryacovil Simanjuntak, Agnes Immanuela Mayora Syarif, Muhammad Naufal Taufiqul Hakim Wahyono, Martha W.B. Widayanti, Asti Yuliani Rachma Putri