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All Journal Jurnal Tecnoscienza JMK Jurnal Manajemen dan Kewirausahaan BEMAS: Jurnal Bermasyarakat Jurnal Pengabdian Masyarakat dan aplikasi Teknologi
Dominggo Bayu Baskara
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JMK Jurnal Manajemen dan Kewirausahaan

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Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention Achmad Yanu Alif Fianto; Helmy Widyantara; Dominggo Bayu Baskara
JMK (Jurnal Manajemen dan Kewirausahaan) Vol 7 No 2 (2022): Mei
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/jmk.v7i2.2348

Abstract

This study and analysis was carried out to examine the effect of emotional marketing on purchase intention. This study also analyzes the mediating role of brand awareness and brand trust in the relationship between emotional marketing and purchase intention. This study uses a questionnaire as an instrument of study and has collected valid and reliable data from 130 respondents who are users of MSME products who are actively promoting on Instagram social media. This study adopted the Structural Equation Model (SEM) with the Partial Least Square (PLS) technique to test the hypothesis in this study. This study proves that brand awareness and brand trust have a mediating role in the relationship between emotional marketing and purchase intention. This means that emotional marketing has an indirect effect on purchase intention through brand trust and brand awareness. This study also proves that emotional marketing does not have a significant impact on purchase intention.
Co-Authors Achmad Yanu Aliffianto Benazir Imam Arif Muttaqin Benazir Imam Arif Muttaqin Helmy Widyantara Ines Mulia Nurdiana Rahaditya Dimas Prihardianto Reinardus Andoni Nasera Putra Silvi Istiqomah Zunaidi, Rizqa Amelia