Emotional Marketing and Word-of-Mouth’s Impact on Brand Loyalty Mediated by Customer Engagement for Mykonos
A Study of Emotional and Behavioral Dynamics in Consumer Loyalty for MyKonos Perfumery
DOI:
https://doi.org/10.21009/ISC-BEAM.013.164Keywords:
Emotional Marketing, Word of Mouth, Brand Loyalty, Customer Engagement, MykonosAbstract
This study aims to analyze the effect of Emotional Marketing and Word of Mouth (WOM) on Brand Loyalty with Customer Engagement as a mediating variable on Mykonos products. This investigation employs a quantitative approach with a study strategy, where information is collected through surveys conveyed online and offline to 100 respondents in the Jabodetabek area. The examining strategy utilized is purposive examining, with the criteria that respondents are consumers who have used Mykonos products. The measuring instrument utilized may be a 5-point Likert scale, including statements related to Emotional Marketing, Word of Mouth, Customer Engagement, and Brand Loyalty. Information were analyzed utilizing the Fractional Slightest Squares-Structural Condition Modeling (PLS-SEM) strategy with the assistance of SmartPLS 4 computer program to test the relationship between factors and the importance of the impact. The analysis shows that Emotional Marketing has a significant influence on Customer Engagement (β = 0.52), as well as Word of Mouth (β = 0.47). In addition, Customer Engagement includes a positive impact on Brand Devotion (β = 0.60). The coordinate impact of Passionate Showcasing on Brand Loyalty is 0.45, whereas the coordinate impact of Word of Mouth is 0.40 . When mediated by Customer Engagement, the effect of Emotional Marketing increases to 0.55 and Word of Mouth to 0.50. These results suggest that building customer engagement can strengthen the effectiveness of emotional marketing strategies and consumer recommendations in increasing brand loyalty.
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