Integration Of Emotional Branding And Consumer Experience To Enhance Customer Retention At Pt Cerdig Cerdas Digital
Abstract
Emotional branding and consumer experience are two important strategies for digital companies in retaining customers amidst the competitive educational technology (edutech) industry. This study aims to analyse the influence of the integration of emotional branding and consumer experience on customer retention in the Cerdig.com school application developed by PT Cerdig Cerdas Digital. The research method uses a quantitative descriptive-verification approach with data collection through questionnaires from application users (teachers, parents, and school operators). The results show that strong emotional branding through brand identity, emotional closeness, and ease of use have a significant impact on user trust and loyalty. A pleasant consumer experience, such as ease of application navigation, speed of service, and customer support, has a strong influence on user satisfaction and retention. The integration of the two has been shown to significantly increase customer retention. Practical implications are presented for companies in improving emotional branding and user experience sustainably.
Keywords: Emotional Branding, Consumer Experience, Customer Retention, Edu-tech.
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Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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