The Impact of Brand Trust, Brand Image and Emotional Branding on Customer Satisfaction: Study on IKEA Furniture Industry
Dampak Brand Trust, Brand Image dan Emotional Branding Terhadap Customer Satisfaction: Studi pada Industri Furnitur IKEA
DOI:
https://doi.org/10.21070/ups.10025Keywords:
Brand Trust, Brand image, Emotional Branding, Consumer satisfaction, IKEAAbstract
This study aims to analyze the effect of Brand Trust, Brand Image, and Emotional Branding on Customer Satisfaction among IKEA Indonesia customers. This study uses a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis technique. Primary data was obtained by distributing questionnaires to 108 respondents who had purchased and used IKEA furniture products, using purposive sampling technique. The results show that all independent variables, namely Brand Trust, Brand Image, and Emotional Branding, have a positive and significant effect on Customer Satisfaction. These findings indicate that brand trust, strong brand image perception, and customer emotional involvement in the shopping experience play an important role in increasing customer satisfaction levels. Practically, this study has implications for IKEA to strengthen its marketing strategy that focuses on emotional experiences and consistency in product and service quality.
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