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All Journal SCIENCE TECH: Jurnal Ilmiah Ilmu Pengetahuan dan Teknologi Enrichment : Journal of Management
Baihaqi Alfakihuddin, Muhammad Lukman
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Agriculture, Biological Sciences & Forestry Chemistry Computer Science & IT Economics, Econometrics & Finance Engineering Materials Science & Nanotechnology

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Emotional storytelling in building global brand loyalty: a cb-sem model approach Baihaqi Alfakihuddin, Muhammad Lukman
Enrichment : Journal of Management Vol. 15 No. 4 (2025): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v15i4.2367

Abstract

In the digital era, emotional storytelling has emerged as a strategic tool for global brands to foster deeper consumer relationships and long-term loyalty. This study investigates the effects of Emotional Brand Attachment (EBA), Brand Love (BL), Electronic Word-of-Mouth (eWOM), and Psychological Brand Ownership (PBO) on Brand Identity (BI) and Consumer Loyalty (CL). Using Covariance-Based Structural Equation Modeling (CB-SEM), data from 395 Indonesian respondents were analyzed. Results indicate that EBA and PBO significantly influence both BI and CL, while BL and eWOM primarily drive CL. BI is also shown to mediate these relationships, reinforcing its role in sustaining consumer loyalty. The model demonstrates strong fit (RMSEA = 0.035, CFI = 0.970, TLI = 0.981) and explanatory power (R² = 96.5% for BI; R² = 98.1% for CL). These findings highlight the critical role of emotionally rich, digital brand narratives in shaping consumer-brand relationships, offering practical insights for marketers to design emotionally resonant strategies that build identity, ownership, and loyalty in competitive global markets
Pengaruh Phase Change Material Jenis Dry Ice Gel Terhadap Variasi Temperatur pada Dinding Freezer Sena, Boni; Suhendra, Bobie; Amanah, Nadia; Setiawan, Reza; Baihaqi Alfakihuddin, Muhammad Lukman
Science Tech: Jurnal Ilmu Pengetahuan dan Teknologi Vol 10 No 1 (2024): Februari
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/st.vol10.no1.a16206

Abstract

The increasing population growth in cities will cause environmental detriments such as global warming and ozone depletion. The electricity need will increase in the future due to the higher temperature in the cities, leading to the higher usage of cooling equipment such as freezers. The current study proposed a method to improve the freezer's energy efficiency by using phase change material of dry ice gel. Most of previous studies only focused on the impact of position of phase change materials on the temperature of wall freezer while no previous studies consider the detailed methodology of measurement and the impact of phase change material based on dry ice gel to the variance of wall temperature. The sensor thermocouple type T and data logger ADAM 6018+ were used to measure the wall temperature of the freezer. The results showed that the sensor thermocouple was verified to the calibrated thermometer with R2 = 0.99. The installation of phase change material based on dry ice gel on the wall freezer could maintain the temperature around 1-2oC while the freezer was turned off for 4, 6, and 8 hours. The efficiency of freezer could be increased from 10% to 30% due to using dry ice gel phase change material. The future study should investigate the various types of phase change materials and the new combination of phase change materials.
Co-Authors Amanah, Nadia Bobie Suhendra Reza Setiawan Sena, Boni