Pengaruh Emotional Branding dan Ulasan Konsumen di Media Sosial terhadap Minat Beli Produk F&B Lokal: Studi Kasus Menantea
DOI:
https://doi.org/10.58812/jmws.v4i11.2885Kata Kunci:
Emotional Branding, Ulasan Konsumen, Media Sosial, Kepuasan Pelanggan, Minat Beli, MenanteaAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh emotional branding dan ulasan konsumen di media sosial terhadap minat beli produk food and beverage (F&B) lokal, dengan studi kasus pada merek Menantea. Dalam era digital dan persaingan industri F&B yang semakin kompetitif, keterikatan emosional serta persepsi yang dibentuk melalui ulasan konsumen menjadi faktor kunci dalam memengaruhi keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei daring kepada responden berusia 12–40 tahun di Tangerang Selatan yang aktif di media sosial dan pernah terpapar konten Menantea. Analisis data dilakukan menggunakan regresi linear berganda untuk menguji pengaruh langsung dan tidak langsung melalui kepuasan pelanggan sebagai variabel mediasi. Hasil penelitian diharapkan dapat menjadi acuan bagi pelaku usaha F&B lokal dalam merancang strategi pemasaran yang lebih efektif, dengan mengoptimalkan elemen emosional dan kekuatan ulasan konsumen dalam meningkatkan minat beli.
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Hak Cipta (c) 2025 Ivana Nabila Putri, Jessenia Kayla Putri, Ayu Crisela Febriani Manik
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