IMPACT EMOTIONAL BRANDING TO SATISFACTION CONSUMER MEDIATED BY G2G PRODUCT PURCHASE DECISIONS OF GEN Z CONSUMERS IN PALU CITY
Published:
2026-09-21Downloads
Abstract
The increasingly competitive development of the cosmetics industry in Indonesia is encouraging companies to build relationshipsemotional with consumer through strategy Emotional Branding. Study This aim analyzing the influence Emotional Branding tosatisfaction consumer with decision purchase as variables This study aims to examine the mediation of G2G product use among Generation Z consumers in Palu City. The study used a quantitative approach with a causal descriptive design. The research sample consisted of 105 respondents selected using a purposive sampling technique. sampling. Data collected throughquestionnaire scale Likert And analyzed use Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0. The results of the study indicate that Emotional Branding has a positive and significant effect on purchasing decisions and consumer satisfaction. Purchasing decisions also have a positive and significant effect on consumer satisfaction and are proven to partially mediate the effect of Emotional Branding on consumer satisfaction. These findings indicate that the success of an Emotional Branding strategy is not only able to increase consumer satisfaction directly, but also through purchasing decisions. Therefore, G2G needs to strengthen emotion-based marketing strategies that are in accordance with the characteristics of Generation Z to encourage purchasing decisions and increase consumer satisfaction sustainably.
Keywords:
Emotional Branding Generation Z Satisfaction Consumer Decision Purchase Product G2GReferences
Alika, L. A., Arifin, R., & Primanto, A. B. (2025). Pengaruh Emotional Branding dan experiential marketing terhadap loyalitas pelanggan dan kepuasan pelanggan sebagai variabel intervening pada brand skincare Avoskin (Studi kasus Generasi Z di Kecamatan Lowokwaru, Kota Malang). Skripsi. Universitas Islam Malang.
Bramantio, D. P., Wulani, F., & Kristyanto, V. S. (2025). Keputusan pembelian generasi Z atas ponsel pintar: Peran brand consciousness, price consciousness, dan gender. BIP's Jurnal Bisnis Perspektif, 17(2), 131–145.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center.
DSG Consumer Partners, Meta, & Bain & Company. (2025). In my glow up era: A look into Indonesia's & Philippines' Gen Z beauty consumers.
Fitria, J. D., & Harahap, D. P. (2024). Pengaruh Emotional Branding terhadap purchase intention pada brand kecantikan Dove pada mahasiswi Fakultas Psikologi Universitas Medan Area. Innovative: Journal of Social Science Research.
Gobe, M. (2010). Emotional Branding: Paradigma baru untuk menghubungkan merek dengan pelanggan.
Erlangga.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hair, J. F., Jr., Ortinau, D. J., & Harrison, D. E. (2021). Essentials of marketing research (5th ed.).
McGraw-Hill Education.
Hartanto, B. (2022). Pengaruh brand image, brand trust, kualitas produk dan inovasi produk terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel mediasi (Studi kasus pada wanita pengguna kosmetik Wardah di Serdang Bedagai). Jurnal AKTUAL, 20(2).
Kim, J., & Sullivan, P. (2019). Emotional Branding speaks to consumers' heart: The case of fashion brands.
Fashion and Textiles, 6(1), 1–16.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Kumontoy, M., Tumbel, A., & Tampenawas, J. (2023). Pengaruh brand awareness, brand characteristic, dan Emotional Branding terhadap keputusan pembelian produk MS Glow di MS Glow Pusat Tondano. Jurnal EMBA, 11(1), 568–579.
Muthiah, F., & Setiawan, B. (2019). Pengaruh brand awareness, brand characteristic, dan Emotional Branding terhadap keputusan pembelian. Jurnal Ilmiah Manajemen Kesatuan, 7(2), 259–267.
Oliver, R. L. (2015). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge. Ramadhan, R., & Samsudin, A. (2023). Analisis pengaruh experiential marketing, Emotional Branding,
dan service quality terhadap kepuasan konsumen Uniqlo Store Ciputra World Mall Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 2767–2776.
Schiffman, L. G., & Wisenblit, J. (2022). Consumer behavior (12th ed.). Pearson.
Siahaya, J. C., Napitupulu, P. E., & Dananjaya, Y. (2025). Sustainability marketing for Gen Z consumers: The role of functional, emotional, and social value on satisfaction and purchase intention in Surabaya. Proceedings of the International Conference on Entrepreneurship, 5, 249–256.
Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: Buying, having, and being (14th ed.).
Pearson.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wafa, I. (2026, April 19). 10 brand paket kecantikan terlaris di Shopee Indonesia Q1 2026, mana favoritmu? GoodStats.
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Mende, M. (2023). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill Education.
License
Copyright (c) 2026 Yolandari, Syamsul Bachri, Elimawaty Rombe, Farid
This work is licensed under a Creative Commons Attribution 4.0 International License.
