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Yonas F Riwu
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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THE INFLUENCE OF EMOTIONAL BRANDING, PERSONAL SELLING AND ELECTRONIC WORD OF MOUTH ON CONSUMER LOYALTY OF VASELINE PRODUCTS Fransiska Mariana Unenor; Nadia Sasmita Wijayanti; Yonas F. Riwu
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 9 (2025): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i9.1007

Abstract

The aim of this research is to find out how consumers loyalty to Vaseline goods is affected in the Kupang City neighborhood via emotional branding, human selling, and electronic word-of-mouth. The study uses an associative technique and a quantitative survey method. Data were collected with a survey table of 100 respondents of Vaseline product consumers in Kupang City. The primary data obtained were processed using the SPSS application. The technique for collecting data involved distributing questionnaires, while the method used for data analysis was multiple linear regression, with hypothesis testing conducted in conjunction with the F-test, t-test, and the coefficient of determination (R2) test. The findings showed that, while emotional branding had no discernible impact on customer loyalty, Both electronic and human word-of-mouth marketing had a favorable and considerable impact. Furthermore, it was discovered that customer loyalty was significantly impacted by the three independent variables taken together. According to the coefficient of determination (R2), consumer characteristics may be explained by the elements of digital word-of-mouth, personal selling, and emotional branding. The study's conclusions also provide valuable information for Kupang City's Vaseline product marketing plan. Companies need to focus on personal selling and electronic word of mouth because they have been proven to increase consumer loyalty. Conversely, the emotional branding strategy needs to be evaluated because it has not had a significant impact.
Co-Authors Achwan Noorlistyo Adi Aman, Dominikus K. T Aman, Dominikus K.T Amtiran, Paulina Y Amtiran, Paulina Y. Anderias U. T. Anabuni Anggi Somba Poddala Antin Yeftanti Nugrahening Widi Arjuna Purba Arthana, I Komang Austin Geriel Bandaso Beka, Amrina Lopes Bere, Meilinda Cristianti Carolyne Bon, Sergius Fribontius Bora'a, George R.C.L Bria, Eleonora Fransiska Bukka, Maria Florensia Yosefin Bunga, Markus Chindri, Yassensia Debeata Chrispy Theresia Daud Christien Corina Foenay Da Lopez, Viktorianus Mahenda Da Lopez, Viktorianus Mahendra Dhae, Yosefina K I D D Djo, Rini Aryani Dominikus K.T Aman Dominikus K.T.Aman Dominikus Kopong T. Aman Dominikus Kopong Toni Aman Dyah Wahyu Nastiti Ekasari, Juendiny Chrisna Elisabet Tangkonda Fadhy Risckhy Loe Fahik, Maria Efanggelina Familya Maria D.L. Moensaku Fanggidae, Apriana H. J Fanggidae, Apriana H.J. Fanggidae, Ronald P. C Fanggidae, Ronald Patrick Costantin Fedho, Grardiana Claudia Fia, Faya Koriana Filphin Adolfin Amalo Foenay, Christien C. Fransiska Mariana Unenor Ga Mage, Indah Lestari Gaina, Cynthia Dewi Glen Yosua Febryan Hallan, Markus A. K. B Hartaman, Hidayat Hastuti, Krisdayanti Hida, Valen Yehezkiel Hunam, Desi Hurit, Maria Brialin Husein, Febriani J. C. I Nyoman Arya Wiguna Irience R.A. Manongga Itu, Maria Aryani Jachielin Helvinda Lada Jackline H. Lada Jegaut, Patrisia Astuti Junita Cestilia Nenabu Kaho, Adelita Throci Klaasvakumok Jehezkielomi Kamuri Klau, Herlina Helmy Klau, Theresia Adisanti H. Konstantia Amol Korenguru, Izzat D J Kuta, Maria Claudia Beka Labi, Alfa Irene Lau, Rosalinda Tantris Lidia Hartarti Loe, Fadhy Risckhy Maak , Clarce S. Maak, Clarce Sarliana Marianus S. Neno Marianus S.Neno Marianus Saldanha Neno Markus Bunga Merlyn Kurniawati Meyok, Mysheilla Musdalifa Musdalifa Nadia Sasmita Wijayanti Nahak, Roswita Nalle, Karni Jublina Nastiti, Dyah Wahyu Natonis, Sari Angriany Nenabu, Junita Cestilia Neno, Marianus S Ni Putu Nursiani Ningrum, Martiana Ratri Novi Theresia Kiak Nursiani , Ni Putu Pandi Resi, Angel Naysila Penu Dima, Dicky Pratama Petrus E.de Rozari Rati, Dyah Anggita Rian Ara Mali, Yohanes Don Bosko Rolland E. Fanggidae Ronald P. C. Fanggidae Ruhu, Yholand F Sabha, Adrianus Salean, Debryana Y Sari Angriany Natonis Selan, Yulfia Nellymalik Simanjuntak, Olaf Tri Wilopo Sinlae, Yoan Tania Sonia Virgarini Nawi Sonia Virginia Nawi Sonnya Marliani Suki, Priska Henderina Taebenu, Melinda Talo, Destiana Olok Timuneno, Tarsisius Ulin, Bhara A D Utoyo, Hipolitus Leonardo Viktorianus Mahendra Da Lopez Wehelmina M.Ndoen Wolo, Adventa Dete Yaris, Benyamin Yoan Tania Sinlae Yosefina K I D D Dhae Yuri S. Fa’ah Yuri Sandra Faah Yuri Sandra Faah Yuri Sandra Fa’ah Yuri.S.Fa’ah Yustie, Renta