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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Nu’man Robbani
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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 E-WOM (Electronic Word Of Mouth) dan Harga Produk terhadap Minat Beli Konsumen pada Aplikasi Shopee Nu’man Robbani; 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.v3i1.8449

Abstract

The development of digital technology has significantly changed consumer behavior in making purchasing decisions, particularly on e-commerce platforms. Two important factors influencing consumers’ purchase intention are Electronic Word of Mouth (E-WOM) and product price. This study aims to analyze the effect of E-WOM and product price on consumers’ purchase intention on the Shopee application. This research employed a quantitative approach using questionnaire-based data collection. A total of 91 respondents who had previously made purchases on Shopee participated in this study. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method. The results indicate that Electronic Word of Mouth (E-WOM) has a significant effect on consumers’ purchase intention. In addition, product price also has a significant influence on consumers’ purchase intention. Simultaneously, E-WOM and product price demonstrate a strong contribution in explaining variations in consumers’ purchase intention. The findings of this study are expected to provide practical insights for e-commerce platform managers and sellers in developing effective digital marketing strategies, particularly in managing customer reviews and implementing competitive pricing strategies.
Co-Authors Edita Rachma Kamila Muhafidhah Novie Mukhammad Nadhif Fuad Syarif Hidayatullah