Pengaruh Emotional Branding, Emotional Experience dan Brand Love terhadap Repurchase Intention Melalui Electronic Word Of Mouth sebagai Variabel Intervening pada Konsumen Kopi Kenangan Sun Plaza Generasi Milenial di Kota Medan

Abstract

Development of food or beverage trends in the society is affected by the consumption patterns resulted fi·om humans' way of living and innovative development. This research investigates and analyzes the effects of emotional branding, emotional experience, and brand love on repurchase intention with electronic word of mouth in the millennial consumers at Kopi Kenangan Sun Plaza, Medan. This associative research employs quantitative approach and uses primary data as well as secondary data collected through documentation sh,dy and questionnaires consisting of a list of statements assessed by Likert scale. These data are analyzed byapplying SEM or Structural Equation Modelling assisted with Smart PLS 3.0. The millennial consumers in Medan who has more than one time purchased coffee at Kopi Kenangan Sun Plaza are taken as the sample using non-probability sampling technique i.e. accidental sampling method, with a total of /00 respondents. The findings of this research indicate that Emotional Branding has positive and significant effects on Repurchase intention. Emotional Experience has positive and significant effects on Repurchase intention. Brand Love has positive and significant effects on Repurchase intention. Electronic Word of Mouth has positive and signijlcant effects on Repurchase intention. Emotional Branding has positive and significant effects on Electronic Word of Mouth. Emotional Experience has positive and significant effects on Electronic Word of Mouth. Brand Love has positive and significant effects on Electronic Word of Mouth. Electronic Word of Mouth is able to mediate the effects of Emotional Branding on Repurchase intention. Electronic Word of Mouth is able to mediate the effects of Emotional Experience on Repurchase intention. Electronic Word of Mouth is able to mediate the effects of Brand Love on Repurchase Intention..