The role of emotional marketing in mediating the influence of brand influencers on purchasing decisions

Abstrak

This study aims to analyze the influence of brand influencers on the purchasing decisions of teenage girls in Pontianak City on online marketplaces, with emotional marketing as the mediating variable. The development of social media has made influencer marketing an effective strategy for influencing consumer behavior. However, this influence does not occur solely through direct means; it can also be strengthened by the formatting of emotional bonds between consumers and brands. The study population consists of teenage girls in Pontianak City aged 15-21 years who are active on social media and have purchases through online marketplaces. The sample size was set at 150 respondents, selected using stratified quota sampling. Data collection utilized a questionnaire with a response measurement scale of 1-10, and the data was analyzed using Structural Equation Modeling (SEM) with the assistance of the AMOS program. The results of the study indicate that brand influencers have a positive and significant effect on emotional marketing, emotional marketing has a positive and significant effect on purchasing decisions, and brand influencers have a positive and significant effect on purchasing decisions. Additionally, emotional marketing was found to significantly mediate the influence of brand influencers on purchasing decisions.

Kata kunci

• Brand Influencer
• Emotional Marketing
• Purchase Decisions