Published: 2024-12-02

Pengaruh Emotional Marketing dan Brand Image Terhadap Proses Keputusan Pembelian Produk KKV Di Palembang Indah Mall

DOI: 10.35870/jemsi.v10i6.3317

Tiara Yuniar, Hamid Halin, Siti Komariah Hildayanti
  • Tiara Yuniar: Universitas Indo Global Mandiri Palembang , Indonesia
  • Hamid Halin: Universitas Indo Global Mandiri Palembang , Indonesia
  • Siti Komariah Hildayanti: Universitas Indo Global Mandiri Palembang , Indonesia
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh emotional marketing dan brand image terhadap proses keputusan pembelian produk KKV di Palembang Indah Mall. Metode penelitian menggunakan metode pendekatan kuantitatif. Populasi pada penelitian ini merupakan konsumen yang berkunjung dan berbelanja produk KKV di Palembang Indah Mall. Teknik pengumpulan data menggunakan kuesioner, observasi, dan studi pustaka sebagai data pendukung penelitian. Sampel diperoleh menggunakan rumus Lemeshow dengan jumlah responden sebesar 96 orang. Metode analisis menggunakan analisis regresi linier berganda dengan alat analisis yaitu IBM SPSS versi 26.


Hasil penelitian ini menunjukkan bahwa variabel Emotional Marketing dan Brand Image masing-masing berpengaruh secara positif dan signifikan terhadap proses keputusan pembelian produk KKV di Palembang Indah Mall. Hal ini dibuktikan dengan nilai t hitung emotional marketing sebesar 3,664 dengan tingkat signifikansi 0,000 < 0,05 dan nilai t hitung brand image sebesar 7,451 dengan tingkat signifikansi 0,000 > 0,5. Adapun hasil uji koefisien determinasi (R2) bahwa besarnya pengaruh variabel emotional marketing dan brand image terhadap proses keputusan pembelian berpengaruh secara simultan dengan nilai sebesar 71,4% dan sisanya 28,6% dipengaruhi variabel lain yang tidak diteliti pada penelitian ini.


Keywords : Emotional Marketing, Brand Image, Proses Keputusan Pembelian.

Keywords

Emotional Marketing, Brand Image, Proses Keputusan Pembelian

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Yuniar, T., Halin, H., & Hildayanti, S. K. (2024). Pengaruh Emotional Marketing dan Brand Image Terhadap Proses Keputusan Pembelian Produk KKV Di Palembang Indah Mall. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(6), 3209-3218. https://doi.org/10.35870/jemsi.v10i6.3317
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 6 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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