Analisis Strategi Emotional Branding dalam Upaya Membangun Loyalitas Konsumen Brand HMNS

Nurlaila Wa Rahma
Chalid Imran Musa
Muhammad Ilham Wardhana Haeruddin
Muhammad Ichwan Musa
Uhud Darmawan Natsir

Gemilang: Jurnal Manajemen dan Akuntansi
Vol. 5 No. 1 (2025): Jurnal Manajemen dan Akuntansi

This study examines HMNS, a local digital-native fragrance brand, in employing emotional branding to build consumer loyalty. Using a descriptive qualitative approach and SOR model, data from interviews with the brand’s founder and loyal consumers were analyzed. Results show that HMNS builds emotional bonds through storytelling, consistent visuals, and a relatable digital tone fostering trust and loyalty even before product trial. The findings affirm Gobe’s emotional branding theory and highlight the impact of narrative and personal values in driving long-term consumer attachment.