Research Paper
Year: 2022 | Month: June | Volume: 9 | Issue: 6 | Pages: 345-351
DOI: https://doi.org/10.52403/ijrr.20220636
Effect of Emotional Branding, Emotional Experience, and Brand Love on Repurchase Intention Through Electronic Word of Mouth as Intervening Variable on Millennial Generation Consumer of Kopi Kenangan at Sun Plaza, Medan City
Evanina Sianturi1, Endang Sulistyani Rini2, R. Hamdani Harahap3
1,2,3Universitas Sumatera Utara, Indonesia.
Corresponding Author:Evanina Sianturi
ABSTRACT
This study aims to determine and analyze effect of emotional branding, emotional experience, and brand love on repurchase intention through electronic word of mouth as intervening variable on millennial generation consumer of Kopi Kenangan at Sun Plaza, Medan City. This type of research is using a quantitative approach. The nature of this research is associative research. The data used are primary data and secondary data obtained through the study of documentation and statement lists. The sample in this study were millennial generation consumer who had purchased more than once Kopi Kenangan at Sun Plaza, Medan City as many as 100 respondents. Withdrawal of the number of sample sizes is done by non-probability sampling using the accidental sampling method. The data analysis technique uses structural equation modeling with the Smart PLS 3.0 analysis tool. The results of this study indicate that emotional branding has a positive and significant effect on repurchase intention. Emotional experience has a positive and significant effect on repurchase intention. Brand love has a positive and significant effect on repurchase intention. Electronic word of mouth has a positive and insignificant effect on repurchase intention. Emotional branding has a positive and significant effect on electronic word of mouth. Emotional experience has a positive and significant effect on electronic word of mouth. Brand love has a positive and significant effect on electronic word of mouth. Electronic word of mouth is able to mediate the effect of emotional branding on repurchase intention. Electronic word of mouth is able to mediate the effect of emotional experience on repurchase intention. Electronic word of mouth is able to mediate the effect of brand love on repurchase intention.
Keywords: Emotional Branding, Emotional Experience, Brand Love, Repurchase Intention, Electronic Word of Mouth .
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