The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

Pribadi, Riko Cahyo; Rivai, Abdul; Suharto, Suharto

doi:10.30574/gjeta.2020.5.3.0119

Cited by 6 publications

(2 citation statements)

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“…This manifests that the CSR practices of the ACWD have a significant impact on the awareness of the customers, leading to satisfaction and improving organizational performance. To achieve consumer satisfaction and improve corporate image, the CSR practices will focus on all kinds of CSR-related public relations activities (Pribadi and Rivai, 2020). The respondents who have cumulative experiences with ACWD have formed perceptions already of how the service will be delivered; therefore, their expectations are increasing, and looking for improvement the next time, they will encounter the service.…”

Section: Discussionmentioning

confidence: 99%

Measuring the impact of CSR practices on customer satisfaction during pandemic: a quantitative study in the Philippines

Olazo

2023

SRJ

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Purpose This study aims to analyze how consumers perceive the corporate social responsibility (CSR) practices carried out by a local water district in Angeles City, Philippines. The main objective of the study is to investigate how CSR practices influence customer satisfaction. To achieve this, several pieces of literature were mentioned to prove that CSR has an important role to its stakeholders. Design/methodology/approach The study used a descriptive and quantitative approach to test the hypotheses. The participants of the study were the residents of the top three barangays in Angeles City, Philippines, in terms of the most consumed water supply, namely: Cut-cut, Pampang and Anunas. Using the Raosoft sample size calculator, the computed sample size was 382 respondents and distributed using stratified sampling. Methodologically, the study used statistical treatment to test all the variables and validated the instrument. Findings The result of the study shows that CSR practices significantly impact customer satisfaction. In the test of the degree of relationship between the dimensions of CSR and customer satisfaction, it was found that there is a significant relationship between the two variables. Research limitations/implications The future study may explore the relationship between CSR and the resource-based view theory of the firm. The resource-based perspectives are useful to understand why firms engage in CSR activities and disclosure. From a resource-based perspective, CSR is seen as providing internal or external benefits, or both. Practical implications The water district must promote social welfare and behave as good corporate citizens; they must spend the resources allocated to CSR initiatives in ways that yield optimum benefits to society as well as to the stakeholders of the company. Social implications The paper points out that the water supply industry is one of the most regulated sectors, as the operation requirements are tighter than any other activity. The authors emphasize that water companies must assume special responsibility because their activities are directly related to the use of natural resources, environmental pollution, and public health. Originality/value This study used a descriptive-explanatory strategy to determine the significant variables using PLS-SEM. This paper addressed how consumers perceive the CSR practices carried out by the local water district in Angeles City, Philippines.

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Section: Discussionmentioning

confidence: 99%

Measuring the impact of CSR practices on customer satisfaction during pandemic: a quantitative study in the Philippines

Olazo

2023

SRJ

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“…Brands utilize emotional appeals to elicit positive responses from their target audience, aiming to create a bond that goes beyond mere product features. By associating their brand with relatable and emotionally charged content, marketers can build trust, credibility, and a sense of authenticity, which are essential for long-term customer loyalty (Pribadi et al, 2020).…”

Section: Emotional Marketingmentioning

confidence: 99%

Captivating Hearts and Minds: How Emotional Marketing Transforms Tourist Experiences?

Brdar,

Savić

2023

Proceedings of the International Scientific Conference - Sitcon 2023

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This article explores the transformative power of emotional marketing in shaping tourist experiences. It investigates the impact of emotional marketing campaigns on travelers and examines the long-term implications for consumer travel experiences in the tourism industry. Emotions play a vital role in the decision-making process of tourists, and the tourism industry has recognized the significance of leveraging emotional connections to create meaningful and memorable journeys. Through an analysis of emotional marketing strategies, storytelling techniques, and brand identity, this study investigates how destinations and travel businesses can forge strong emotional bonds with their target audience. By evoking positive emotions, emotional marketing can enhance tourists' satisfaction, loyalty, and advocacy. Moreover, this article highlights the implications of emotional marketing and the responsibility of stakeholders to promote authentic, responsible, and culturally sensitive experiences. Additionally, it presents potential implications and practical guidelines for the strategic application of emotional marketing, empowering tourism companies and destinations to establish a stronger connection with travelers and gain competitive advantages in the dynamic travel market.

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How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model

Zhang

2022

Int J Corporate Soc Responsibility

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Because of COVID-19 in the world, enterprises and consumers pay more and more attention to environmental protection, food safety and health issues. The purpose of this paper is to take China's food company as an example to study the impact of CSR on customer loyalty, mediating effects of company image and customer satisfaction, and moderating effects of COVID-19. The result shows that during COVID-19, company image and customer satisfaction have significant mediating effects, and COVID-19 positively moderate the impact of CSR on customer satisfaction.

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The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

Cited by 6 publications

References 0 publications

Measuring the impact of CSR practices on customer satisfaction during pandemic: a quantitative study in the Philippines

Measuring the impact of CSR practices on customer satisfaction during pandemic: a quantitative study in the Philippines

Captivating Hearts and Minds: How Emotional Marketing Transforms Tourist Experiences?

How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model

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