Analisis Dampak Branding terhadap Preferensi Konsumen dalam Industri Retail
Abstract
Tujuan dari jurnal ini adalah untuk mengetahui seberapa besar pengaruh branding terhadap preferensi konsumen dalam memilih produk di industri retail. Penelitian ini menggunakan metode survei dengan menggunakan kuesioner sebagai instrumen pengumpulan data. Responden dalam penelitian ini adalah konsumen yang telah membeli produk di industri retail. Hasil penelitian menunjukkan bahwa branding memiliki pengaruh yang signifikan terhadap preferensi konsumen dalam memilih produk di industri retail. Hal ini menunjukkan bahwa branding merupakan faktor penting dalam mempengaruhi keputusan konsumen dalam memilih produk di industri retail. Selain itu, jurnal ini juga menyoroti pentingnya emotional branding dan sensory branding dalam mempengaruhi persepsi, penilaian, dan respons perilaku konsumen terhadap merek tertentu. Oleh karena itu, perusahaan retail disarankan untuk memperhatikan branding sebagai salah satu strategi pemasaran yang efektif untuk meningkatkan preferensi konsumen terhadap produk yang ditawarkan.
Kata Kunci: Branding, Preferensi Konsumen, Industri Ritel, Branding Emosional, Branding Sensorik, Penetapan Harga, Informasi ProdukReferences
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