Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period

Authors

DOI:

https://doi.org/10.20525/ijrbs.v10i4.1014

Keywords:

marketing mix, emotional branding, moderation, college selection

Abstract

This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products.

References

Abdelhady, M. R. R., Fayed, H. A. K., & Fawzy, N. M. (2019). The Influence of Airlines’ Marketing Mix Elements on Passengers’ Purchasing Decision- Making: The Case of FSCs and LCCs. International Journal of Hospitality & Tourism Systems, 12(2), 1–16. http://search.ebscohost.com/login.aspx?direct=true&db=hjh&AN=136487504&site=eds-live

Akgün, A. E., Koço?lu, ?., & ?mamo?lu, S. Z. (2013). An Emerging Consumer Experience: Emotional Branding. Procedia - Social and Behavioral Sciences, 99, 503–508. https://doi.org/10.1016/j.sbspro.2013.10.519

Ankita, N. (2018). Emotional Branding: A New Way to Connect to Customers. International Journal of Management Studies, V(4(2)), 01. https://doi.org/10.18843/ijms/v5i4(2)/01

Ansah, A. (2017). Pengaruh Desain Produk, Promosi, Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Nike Original Pada Pelanggan Sport Station Solo. Amwaluna: Jurnal Ekonomi Dan Keuangan Syariah, 1(2), 178–189. https://doi.org/10.29313/amwaluna.v1i2.2211

Devina, R., & Andreani, F. (2015). Analisa Pengembangan Strategi Emotional Branding Dalam Membangun Loyalitas Konsumen Garuda Indonesia Airlines. Jurnal Hospitality Dan Manajemen Jasa, 3(1), 380–395. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/2858/2564

Dewanti, R., Chu, T. F., & Wibisono, S. (2011). The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty. Binus Business Review, 2(2), 1109. https://doi.org/10.21512/bbr.v2i2.1253

Doni, M. (2016). Pengaruh Bauran Pemasaran Jasa pada Bank Nagari Cabang Muaralabuh. Jurmak, 03, 12–22. https://doi.org/10.31227/OSF.IO/VDQGX

Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173

Fioretti, T. (2016). Branding Factors that Influence Impulse Buying [Long Island University]. https://digitalcommons.liu.edu/post_honors_theses/44%0AThis

Hasan, A. (2010). Marketing Bank Syariah. Ghalia Indonesia.

Hasan, T. (2008). Influence of Brand Name on Consumer Decision in Car Choice. Umea School of Business and Economics, 1–62.

Jamwal, M., & Soodan, V. (2014). Emotional Branding as Tool for Dissonance Reduction?: A Strategy for Competitive Advantage. Journal of Research in Management &Technology, III, 25–32.

Jogiyanto. (2011). Partial Least Square (PLS), Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. Andi.

Karnowati, N. B. & Handayani E. (2020). Emotional Branding Pembelian Sepeda Lipat di Era Covid -19. Jurnal Manajemen Dan Akuntansi, 16(1), 1–13. https://doi.org/10.32534/jv.v16i1.1519

Keller, Kevin Lane, Kotler, P. (2016). Marketing management (15. ed). Pearson Education.

Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0164-y

Komariah, N., Rodiah, S., & Saepudin, E. (2016). Emotional Branding sebagai Upaya Pengembangan Kualitas Layanan Perpustakaan untuk Meningkatkan Penggunaan Perpustakaan. Record and Library Journal, 2(02), 188–197. https://doi.org/10.20473/rlj.v2i2.3070

Kompas. (2020). Data Pengangguran. https://money.kompas.com/read/2020/04/14/150800726/dampak-corona-jumlah-pengangguran-bisa-naik-hingga-5-2-juta-orang?page=all.

Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410–421. https://doi.org/10.1057/palgrave.bm.2550080

Muthiah, F., & Budi, S. (2019). Pengaruh Brand Awareness, Brand Characteristic dan Emotional Branding Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen Kesatuan,7(2), 259–267. https://doi.org/10.37641/jimkes.v7i2.228

Natalia, D. C. (2018). Pengaruh Produk Dan Pelayanan Terhadap Keputusan Pembelian Pada Restoran Ayam Goreng Produk Lokal Di Kota Malang. Vok@sindo, 6(1), 19–31.

Novela, S., Novita, & Hansopaheluwakan, S. (2018). Analysis of green marketing mix effect on customer satisfaction using 7p approach. Pertanika Journal of Social Sciences and Humanities, 26(T), 131–144.

Philip Kotler, K. L. K. (2012). Marketing Management, 14th Edition (14th ed.). Prentice Hall.

Philip Kotler, & Keller, K. L. (2009). Manajemen Pemasaran Edisi Tiga Belas Jilid 1. Gelora Aksara Pratama.

Prabowo, H., & Sriwidadi, T. (2019). The effect of marketing mix toward brand equity at higher education institutions: A case study in binus online learning Jakarta. Pertanika Journal of Social Sciences and Humanities, 27(3), 1609–1616.

Riaz, H., & Ahmed, H. (2017). The Impact of Emotional Branding in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan. KASBIT Business Journal, 10(July 2019), 131–150.

Rossiter, J., & Bellman, S. (2012). Emotional Branding pays off?: how brands meet share of requirements through bonding, companionship, and love. Journal of Advertising Research, 52(3), 291–296.

Senthilkumar, K. (2018). The Influence of Emotional Factors in the Purchase of Children Products and Brands. September, 18–30. https://doi.org/10.5815/ijeme.2018.05.03

Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197–207. https://doi.org/10.1080/21639159.2018.1436981

Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sunardi, Tarik, J., & Tain, A. (2016). Analysis The Effect Of Marketing Mix In Purchasing Decision Of Growing Up Milk (Gum) On Three Socio-Economic Classes In Malang. Agricultural Socio-Economics Journal, 02(02), 87–96.

Syam, M., Sembiring, B. K. F., Maas, L. T., & Pranajaya, A. (2019). The Analysis of Marketing Mix Strategy Effect on Students Decision to Choose Faculty Economics and Business of Universitas Dharmawangsa Medan. International Journal of Multicultural and Multireligious Understanding, 6(6), 71. https://doi.org/10.18415/ijmmu.v6i6.1173

Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing, 70(1), 50–64. https://doi.org/10.1016/j.jneb.2005.11.002

Wulandini S, P. (2017). Pengambilan Keputusan Mahasiswa dalam Memilih Perguruan Tinggi Swasta di Pekanbaru. JSSH (Jurnal Sains Sosial Dan Humaniora), 1(2), 93. https://doi.org/10.30595/jssh.v1i2.1788

Yusuf, A. (2014). Analisis Kebutuhan Pendidikan Masyarakat. Jurnal Penelitian Pendidikan, 31(2), 77–84. https://doi.org/10.15294/jpp.v31i2.5690

Downloads

Published

2021-06-14

How to Cite

Handayani, E., Astuti, H. J., Darmawan, A., & Cinintya Pratama, B. (2021). Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period. International Journal of Research in Business and Social Science (2147- 4478), 10(4), 375–382. https://doi.org/10.20525/ijrbs.v10i4.1014

Issue

Section

Learning & Education