PENGARUH AUTHENTIC MARKETING DAN STORYTELLING BRAND TERHADAP EMOTIONAL ATTACHMENT KONSUMEN PADA PT CAHAYA GEMILANG SIDOARJO
Keywords:
authentic marketing, storytelling brand, emotional attachment, konsumen, pemasaran relasional.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh authentic marketing dan storytelling brand terhadap emotional attachment konsumen pada PT Cahaya Gemilang Sidoarjo. Latar belakang penelitian ini berangkat dari meningkatnya persaingan bisnis dan perubahan perilaku konsumen yang tidak hanya menilai produk berdasarkan fungsi dan harga, tetapi juga berdasarkan keaslian pesan, kejujuran komunikasi, kedekatan nilai, dan kemampuan merek membangun kisah yang relevan secara emosional. Authentic marketing dipahami sebagai strategi pemasaran yang menekankan transparansi, konsistensi, kejujuran, kesesuaian nilai, serta bukti nyata atas janji merek. Storytelling brand dipahami sebagai kemampuan merek menyampaikan cerita yang memiliki alur, tokoh, konflik, nilai, dan pesan yang mudah diingat sehingga konsumen dapat membentuk makna personal terhadap merek. Emotional attachment merupakan ikatan emosional konsumen terhadap merek yang tampak melalui rasa suka, bangga, percaya, kedekatan psikologis, dan kecenderungan mempertahankan hubungan dengan merek. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain explanatory research. Populasi penelitian adalah konsumen PT Cahaya Gemilang Sidoarjo, sedangkan sampel ilustratif berjumlah 100 responden yang dipilih dengan purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil analisis ilustratif menunjukkan bahwa authentic marketing berpengaruh positif dan signifikan terhadap emotional attachment, storytelling brand berpengaruh positif dan signifikan terhadap emotional attachment, serta kedua variabel secara simultan berpengaruh signifikan terhadap emotional attachment konsumen. Storytelling brand menunjukkan kontribusi relatif lebih dominan dibanding authentic marketing, meskipun authentic marketing tetap menjadi fondasi penting karena cerita merek tidak akan efektif apabila tidak didukung oleh keaslian, konsistensi, dan kredibilitas pengalaman konsumen. Penelitian ini menyarankan perusahaan untuk memperkuat komunikasi pemasaran yang jujur, konsisten, berbasis pengalaman nyata pelanggan, serta mengembangkan narasi merek yang lebih manusiawi, lokal, dan emosional.
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