The Role of Emotional Branding and Nutritional Benefit towards Customer Loyalty through Customer Satisfaction of Pocari Sweat in Kupang City

Abstract

This research provides insights into the influence of Emotional Branding and Nutritional Benefit on consumer loyalty and satisfaction regarding Pocari Sweat products in Kupang City. Path analysis was employed using primary data collected from 300 respondents through questionnaires. The findings indicate that Emotional Branding has a significant positive effect on consumer loyalty (P < 0.05) with a path coefficient of 0.437, as well as on consumer satisfaction (P < 0.05) with a path coefficient of 0.703. Similarly, Nutritional Benefit also has a significant positive effect on consumer loyalty (P < 0.05) with a path coefficient of 0.176, and on consumer satisfaction (P < 0.05) with a path coefficient of 0.184. Furthermore, consumer satisfaction was found to have a significant positive effect on consumer loyalty (P < 0.05) with a path coefficient of 0.285. Path analysis also reveals that Emotional Branding influences consumer loyalty through consumer satisfaction (P < 0.05) with a path coefficient of 0.201. The adjusted R-square values for consumer satisfaction and loyalty variables are 0.651 and 0.625, respectively, indicating that emotional branding and nutritional benefits can explain 65% and 64% of the variability in these variables. Based on these findings, it is suggested that PT Otsuka Pocari Sweat focuses on enhancing consumer satisfaction and loyalty in Kupang City by paying attention to Emotional Branding and Nutritional Benefit aspects. Future research should consider expanding the scope by including other variables that may also influence consumer loyalty and satisfaction.