THE INFLUENCE OF EMOTIONAL MARKETING TOWARDS BRAND LOYALTY ON BEAUTY BRAND (Case Study : The Body Shop Manado)

Abstract

The development of cosmetic industry in Indonesia currently is growing rapidly. The demand for beauty products has increase, which makes companies produce their products that offering the same benefit, quality, and price of its products. In Manado, beauty products already dominate the market with the major target market is female, one of them is The Body Shop brand. With this intense competition, satistaction of the consumer is no longer enough to make the consumer loyal to the brand. In order to survive companies must have the ability to increase customer loyalty to the brand. One way that can be use is by making emotional connection with the customer. There are values in Emotion Marketing that can affect the emotional side of consumers, which are Equity, Experience, and Energy. This study used quantitative method. Questionnaire is used to collect data with The Body Shop customer in Manado and 100 people as the respondents. The result indicate that Equity, Experience and Energy simultaneously has a positive and significant impact on Brand Loyalty. However Equity and Energy has positive and significant impact on Brand Loyalty. While Experience has positive but not significant impact on Brand Loyalty at The Body Shop Manado.Keyword: Emotional Marketing, Equity, Experience, Energy, Brand Loyalty