Pengaruh Brand authenticity dan Brand image Terhadap Emotional branding Produk Kosmetik Wardah Pada Mahasiswa FISIP Universitas Sumatera Utara
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Abstract
Industri kosmetik halal di Indonesia mengalami pertumbuhan yang pesat, sehingga meningkatkan persaingan dan mendorong perusahaan untuk membangun keterikatan emosional yang kuat dengan konsumen Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh autentisitas merek dan citra merek terhadap emotional branding produk kosmetik Wardah. Pendekatan kuantitatif dengan teknik purposive sampling digunakan dalam penelitian ini, dengan melibatkan 140 mahasiswa aktif FISIP Universitas Sumatera Utara (USU) yang telah atau sedang menggunakan produk Wardah serta mengenal Wardah sebagai merek kosmetik halal. Data primer dikumpulkan melalui kuesioner digital menggunakan skala Likert dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa autentisitas merek berpengaruh positif dan signifikan terhadap emotional branding. Sementara itu, citra merek tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa Generasi Z lebih menaruh kepercayaan dan keterikatan emosional pada autentisitas merek dan konsistensi nilai dibandingkan citra publik atau popularitas. Oleh karena itu, Wardah disarankan untuk memperkuat komunikasi autentik melalui transparansi nilai halal dan penceritaan merek yang jujur.
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a Creative Commons Attribution-NonCommercial 4.0 International License
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