Emotional Branding as Marketing Communication Strategy in Gastronomic Restraurants (Case Study Joongla)
DOI:
https://doi.org/10.21111/ejoc.v10i1.13847Kata Kunci:
emotional branding, marketing communication, word of mouth, brand loyalty, gastronomyAbstrak
Indonesia has 3,259 indigenous cuisines and 10,900 medium to large-scale food and beverage businesses, indicating high competition. Changes in consumer behavior that increasingly prioritize experiences provide opportunities for gastronomic restaurants, such as Joongla, to strengthen brand positioning. This research aims to describe the application of emotional branding by Joongla in building brand loyalty and analyze the marketing communication strategies used to strengthen emotional branding. This research uses a qualitative case study approach, referring to Marc Gobe's emotional branding theory (2005). The results showed that Joongla successfully implemented the four dimensions of emotional branding: relationship, sensorial experience, imagination, and vision. Joongla can build long-term relationships with consumers through emotional attachment, making sensorial experience the principal value, creating consumer imagination through physical media and storytelling, and consistently communicating Joongla's vision. Emotional branding encourages consumers to return to visit and recommend it to others based on their experience. Joongla's application of emotional branding functions as a form of brand communication that builds emotional connections with consumers, strengthens brand loyalty, and encourages word of mouth. Keywords: emotional branding; marketing communication; word of mouth; brand loyalty; gastronomyReferensi
Agatha, S. C., & Swarnawati, A. (2024). Analysis of The Emotional User Experience on Netflix Indonesia’s Emotional Branding Through Instagram Accounts. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik Dan Komunikasi Bisnis, 8(1), 67–75. https://doi.org/10.24853/pk.8.1.67-76
Andriani, S., Mukminin, A., & Herman, H. (2024). Analisis Emotional Branding Strategy dalam Meningkatkan Loyalitas Pelanggan pada Umama Brand di Kota Bima. Transformasi: Journal of Economics and Business Management, 3(3), 105–118. https://doi.org/10.56444/transformasi.v3i3.1958
Andronic, A. G., & Morosanu, I. (2020). Multisensorial Experience for In-store Aquisitions. SEA - Practical Application of Science, 8(22).
Aparicio, C. C. (2021). Millennials and the New Emotional Branding.
Ariyanti, I. (2023). Ekosistem Kuliner Indonesia Berstandar Global. Jurnal Pedagogy, 10(1). https://doi.org/10.51747/jp.v10i1.1252
Badan Pusat Statistik. (2023). Statistik Penyedia Makan Minum 2022 (Vol. 6). Badan Pusat Statistik Indonesia.
Bansal, K. (2023). Customer Experience: Creating Value through Transforming Customer Journeys. International Journal of Advances in Engineering and Management (IJAEM), 5(9), 715–725. https://doi.org/10.35629/5252-0509715725
Bhardwaj, S., & Jaroliya, P. (2024). Fostering Multidisciplinary Research for Sustainability. New Delhi: Allied Publishers.
Bunga, F. M., Obon, W., & Meylano, N. H. (2024). The Effect of Emotional Branding and Experiental Marketing on Chosik (Chocolate Sikka) Purchasing Decisions in Sikka Regency. International Journal of Research in Social Science and Humanities, 5(08), 61–75. https://doi.org/10.47505/IJRSS.2024.8.8
Chang, K. C., & Cheng, Y. S. (2023). How Sensory Perceptions and Sensory Brand Experience Influence Customer Behavioral Intentions in The Context Of Cartoon-themed Restaurants. International Journal of Hospitality Management, 115. https://doi.org/10.1016/j.ijhm.2023.103604
Erkmen, E., & Hancer, M. (2019). Building Brand Relationship for Restaurants: An Examination of Other Customers, Brand Image, Trust, and Restaurant Attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487. https://doi.org/10.1108/IJCHM-08-2017-0516
Faustyna. (2023). Metode Penelitian Qualitatif Komunikasi (Teori dan Praktek) (1st ed.). Medan: UMSU Press.
Fong, L. H. N., Lei, S. S. I., Chow, C. W. C., & Lam, L. W. (2023). Sensory Marketing in Hospitality: A Critical Synthesis and Reflection. International Journal of Contemporary Hospitality Management, 35(8), 2916–2928. https://doi.org/10.1108/IJCHM-06-2022-0764
Gardjito, M., Putri, R. G., & Dewi, S. (2017). Profil Struktur, Bumbu, dan Bahan dalam Kuliner Indonesia. Yogyakarta: Gadjah Mada University Press.
Gobe, M. (2005). Emotional Branding: Paradigma Baru untuk Menghubungkan Merek dengan Pelanggan. Jakarta: Erlangga.
Harizi, A. (2021). Consumer-based New Product Development for the Food Industry (S. Porretta, H. Moskowitz, & A. Gere, Eds.). London: The Royal Society of Chemistry 2021. https://doi.org/10.1039/9781839163333
Haryono, C. G. (2020). Ragam Metode Penelitian Kualitatif Komunikasi (1st ed.). Sukabumi: CV Jejak.
Hilmuddin, Y. (2021). Emotional Branding Sebagai Strategi Komunikasi Pemasaran Digital Dalam Upaya Membangun Brand Loyalty (Studi Pada Instagram & Twitter Brand HMNS). Universitas Bakrie.
Kasemin, K. (2016). Paradigma Teori Komunikasi Dan Paradigma Penelitian Komunikasi (1st ed.). Malang: Tim MNC Publishing.
Khairi, A. M. N., Setiawan, A. S., & Mansoor, A. Z. (2022). A Qualitative Study on the Four Pillars of Emotional Branding in Dental Clinic. Journal of International Dental and Medical Research, 15(4), 1704–1709. Retrieved from http://www.jidmr.com
Kulkarni, P., & Kolli, H. (2022). Sensory Marketing Theory: How Sensorial Stimuli Influence Consumer Behavior and Subconscious Decision-Making. Journal of Student Research, 11(3). https://doi.org/10.47611/jsrhs.v11i3.3403
Listiani, E., Robiah, S., & Umarella, F. H. (2024). Emotional Branding Parfume HMNS Terhadap Brand Loyalty Pelanggan. Bussman Journal: Indonesian Journal of Business and Management, 4(2), 2024. https://doi.org/10.53363/buss.v4i2.232
Nugraha, S., & Sumardi, S. (2019). Destinasi Wisata Kuliner Berbasis Makanan Tradisional di Kabupaten Toba Samosir. Jurnal Akademi Pariwisata Medan, 7(2), 33–46. https://doi.org/10.36983/japm.v7i2.51
Nugroho, S. P., & HD, I. P. H. (2020). Gastronomi Makanan Khas Keraton Yogyakarta Sebagai Upaya Pengembangan Wisata Kuliner. Pariwisata, 7(1). https://doi.org/10.31294/par.v7i1.8136
Permanasari, D. E. (2022). Analisis Emotional branding Visualisasi Iklan Televisi Yamaha Fazzio Hybrid-Connected. Kalijaga Journal of Communication, 4(2), 211–228. https://doi.org/10.14421/kjc.42.06.2022
Rachmah, S. A., & Madiawati, P. N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. ATRABIS: Jurnal Administrasi Bisnis, 8(1). https://doi.org/10.38204/atrabis.v8i1.918
Rai, S., & Nayak, J. K. (2019). Hospitality Branding in Emerging Economies: An Indian Perspective. Journal of Tourism Futures, 5(1), 22–34. https://doi.org/10.1108/JTF-07-2018-0047
Rajai, R., & Modi, V. (2022). Brand Loyalty of Humanized Brands through Emotions. Energy and Infrastructure Management in Post Covid-19 Era.
Rukin. (2021). Metodologi Penelitian Kualitatif Edisi Revisi. Surabaya: Jakad Media Publishing.
Samsu. (2017). Metode Penelitian Teori dan Aplikasi Penelitian Kualitatif, Kuantitatif, Mixed Methods, serta Research Development (1st ed.). Jambi: Pusaka Jambi.
Santoso, B., & Ardiyansyah, A. (2023). Strategi Komunikasi Pemasaran Dalam Re-Branding UMKM Di Kelurahan Kepanjenkidul Kota Blitar. Jurnal Pengabdian Masyarakat Nusantara (Pengabmas Nusantara), 5(3), 50–62. https://doi.org/10.57214/pengabmas.v5i3
Setiawan, A., Supriatna, & Wartika, E. (2023). Weaving Emotions and Culture: The Success Story of Teh Botol Sosro’s Packaging on Indonesia’s 75th Independence Day West Java and DKI Jakarta Edition. PANTUN: Jurnal Ilmiah Seni Budaya, 8. https://doi.org/10.26742/pantun.v8i2.2714
Sianturi, E., Rini, E. S., & Harahap, R. H. (2022). Effect of Emotional Branding, Emotional Experience, and Brand Love on Repurchase Intention Through Electronic Word of Mouth as Intervening Variable on Millennial Generation Consumer of Kopi Kenangan at Sun Plaza, Medan City. International Journal of Research and Review, 9(6), 345–351. https://doi.org/10.52403/ijrr.20220636
Soemantri, K. P. (2023). Gastropolitan: A Gastronomic Journey through Jakarta’s Contemporary Food Scene. Jakarta: Gramedia Pustaka Utama.
Sousa, V. (2021). Storytelling and Retromarketing: Strengthening Brand Communication. Redmarka: Revista de Marketing Aplicado, 25(2), 44–62. https://doi.org/10.17979/redm.2021.25.2.8752
Sutrisno, A. A. (2024). Presentasi Visual dalam Tata Kemas Sego Pincuk Terhadap Persepsi Gastronomi dan Kenikmatan. MAVIS: Jurnal Desain Komunikasi Visual, 6(01), 28–38. https://doi.org/10.32664/mavis.v6i01.1174
Utami, D. P. (2021). Strategi Branding untuk Membangun Image Positif Pangan Lokal Bagi Usaha Mikro Kecil dan Menengah. Journal of Food Technology and Agroindustry, 3(1). https://doi.org/10.24929/jfta.v3i1.1208
##submission.downloads##
Diterbitkan
Terbitan
Bagian
Lisensi
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Authors retain full copyright and grant Ettisal: Journal of Communication the right of first publication. The published work is simultaneously licensed under a Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0).
This license allows others to share and adapt the work for non-commercial purposes, provided proper credit is given to the author(s) and the journal, a link to the license is included, and any derivative works are distributed under the same license.
Additional Distribution Rights
Authors may enter into separate, non-exclusive agreements for the distribution of the journal’s published version of their work—such as depositing it in institutional repositories or including it in edited books—provided that the initial publication in Ettisal: Journal of Communication is acknowledged.
Pre- and Post-Publication Sharing
Authors are permitted and encouraged to share their work online (e.g., through institutional repositories, academic networking platforms, or personal websites) before, during, and after the submission process. Such practices promote scholarly exchange and can enhance the visibility and citation impact of the published work.
License Statement:
All articles published in Ettisal: Journal of Communication are licensed under the Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0).
