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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Mukhammad Nadhif Fuad
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Pengaruh Strategi Soft Sellling Dan Emotional branding Dalam Membangun Brand image Pada Toko Perlengkapan Kematian Kafani Mukhammad Nadhif Fuad; Syarif Hidayatullah; Nu’man Robbani; Muhafidhah Novie
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 1 (2026): Januari
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i1.8204

Abstract

This study aims to analyze the role of soft selling and emotional branding strategies in building brand image at Kafani Funeral Supplies. The context of this study is a business with a high level of emotional sensitivity, where consumer decisions are influenced by psychological conditions and emotional experiences. The study uses a qualitative approach with a literature study method and a directed literature review design. Data were obtained from national and international journal articles from 2020 to 2025 relevant to the topics of soft selling, emotional branding, and brand image. The results of the study show that soft selling contributes to creating empathetic, non-aggressive marketing communication and is able to reduce consumer psychological resistance. Emotional branding has been proven to strengthen emotional associations and build lasting emotional bonds between consumers and brands. The combination of these two strategies results in a more positive, meaningful, and trusted brand perception among consumers. This study confirms that the integration of soft selling and emotional branding is an important strategy in building brand image for businesses that deal directly with consumers' emotional conditions.
Pengaruh Flash Sale dan Limited-Time Offers terhadap Impulsive buying behavior pada Pengguna Shopee Mukhammad Nadhif Fuad; Syarif Hidayatullah; Alvin Dwi Yunianto; Edita Rachma Kamila
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 1 (2026): Januari
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i1.8378

Abstract

The development of e-commerce has driven changes in consumer behavior, particularly in the form of impulsive buying triggered by various digital promotional strategies. This study aims to analyze the effect of Flash Sales and Limited-Time Offers on impulsive buying behavior among Shopee users. The research method used is a qualitative approach with a literature study design through a targeted literature review. Data were obtained from various relevant national and international journal articles published between 2020 and 2025. The results of the study show that Flash Sales and Limited-Time Offers have a significant influence on increasing consumers' tendency to make impulsive purchases. Time pressure, perceived scarcity, and emotional urges such as Fear of Missing Out (FOMO) are the main factors that influence spontaneous purchasing decisions. Flash Sales tend to have a more direct impact through large discounts and short durations, while Limited-Time Offers work by creating a perception of exclusive value. This research contributes theoretically to the development of digital consumer behavior studies and provides practical implications for e-commerce players in designing effective and sustainable time-based promotional strategies.
Co-Authors Alvin Dwi Yunianto Edita Rachma Kamila Muhafidhah Novie Nu’man Robbani Syarif Hidayatullah