Emotional Intelligence in Marketing: Connecting Brands with Consumers

Eko Tama Putra Saratian (Universitas Mercu Buana)
Marwan Efendi (STIE Manajemen Bisnis Indonesia)
Miranti Pradipta Utami (Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia)

Jurnal Informatika Ekonomi Bisnis
Vol. 6, No. 2 (June 2024)

This study investigates the relationship between emotional intelligence, brand communication strategies, consumer brand perception, and customer loyalty within the context of PT. Lautan Luas Tbk. Through quantitative analysis utilizing Smart PLS, data was collected from a sample of 80 individuals using random sampling techniques. The results reveal significant direct effects of emotional intelligence and brand communication strategies on consumer brand perception and customer loyalty, as well as significant indirect effects of both emotional intelligence and brand communication strategies on customer loyalty through consumer brand perception. Specifically, higher levels of emotional intelligence among marketing staff and effective brand communication strategies positively influence consumer brand perception, subsequently leading to increased customer loyalty. These findings emphasize the importance of emotional intelligence and strategic brand communication in cultivating strong brand-consumer relationships and driving sustainable business growth.