The Relationship Between Emotional Branding and Consumer Loyalty in K-Pop Merchandise Purchases in Young Adults
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Abstract
The growing Korean Wave phenomenon in Indonesia has driven increased
consumption of K-Pop-related products, including merchandise that holds
emotional value for fans. Emotional branding is an important strategy in building
emotional closeness between brands and consumers, which is believed to influence
purchasing loyalty. This study aims to determine the relationship between emotional
branding and consumer loyalty in young adults. The method used was a quantitative
correlational study involving 55 participants who had purchased K-Pop
merchandise, selected through snowball sampling. The instrument used the
emotional branding and consumer loyalty scale developed by Innah (2018) based on
the theory of Gobe (2005) and Griffin (2005). Pearson correlation analysis showed
a positive and significant relationship between the two variables (r = 0.491; p <
0.001) at a moderate level. These findings indicate that the stronger the emotional
branding, the higher the consumer loyalty in purchasing K-Pop merchandise.
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