ANALISIS PENGARUH EMOTIONAL BRANDING TERHADAP PURCHASE INTENTION PADA PENUMPANG PELITA AIR SERVICE // ANALYSIS OF THE EFFECT OF EMOTIONAL BRANDING ON PURCHASE INTENTION AMONG PASSENGERS OF PELITA AIR SERVICE

Penelitian ini bertujuan untuk menganalisis pengaruh emotional branding terhadap purchase intention pada penumpang PT Pelita Air Service. Emotional branding dalam penelitian ini diukur melalui empat dimensi, yaitu relationship , sensory experience, imagination, dan vision. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif kausalitas. Data dikumpulkan melalui penyebaran kuesioner berskala Likert kepada 100 responden yang pernah
menggunakan layanan penerbangan Pelita Air. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Square atau SEM-PLS melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa model memiliki nilai R-square sebesar 0,823. Artinya, keempat dimensi emotional branding mampu menjelaskan purchase intention sebesar 82,3%,
sedangkan 17,7% sisanya dijelaskan oleh faktor lain di luar penelitian. Dimensi relationship terbukti berpengaruh positif dan signifikan terhadap purchase intention, dengan koefisien jalur sebesar 0,479, nilai t-statistics sebesar 3,351, dan p-value sebesar 0,001. Sementara itu, dimensi sensory experience, imagination, dan vision menunjukkan arah pengaruh positif, tetapi belum signifikan secara statistik. Hasil tersebut menunjukkan bahwa perhatian, kepercayaan, komunikasi, dan kedekatan emosional dengan penumpang menjadi aspek yang paling kuat dalam mendorong minat konsumen untuk memilih dan menggunakan kembali layanan Pelita Air. Oleh karena itu, perusahaan perlu memprioritaskan penguatan hubungan dengan penumpang tanpa mengabaikan pengalaman sensorik, citra merek, dan penyampaian visi perusahaan.

This study aims to analyze the effect of emotional branding on purchase intention among passengers of PT Pelita Air Service. Emotional branding was measured through four dimensions: relationship , sensory experience, imagination, and vision. This study employed a quantitative approach with a descriptive-causal research design. Data were collected through a five-point Likert-scale questionnaire distributed to 100 respondents who had previously used Pelita Air’s
flight services. The data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS 4. The results showed an R-square value of 0.823, indicating that the four dimensions of emotional branding
explained 82.3% of the variation in purchase intention, while the remaining 17.7% was explained by factors outside the research model. The relationship dimension had a positive and significant effect on purchase intention, with a Path coefficient of 0.479, a t-statistic of 3.351, and a p-value of 0.001. Meanwhile, sensory experience, imagination, and vision showed positive effects but were not
statistically significant. These findings indicate that attention, trust, communication, and emotional closeness with passengers are the strongest factors in encouraging consumers to choose and reuse Pelita Air’s services.
Therefore, the company should prioritize strengthening its relationship with passengers while continuing to improve sensory experiences, brand image, and communication of the company’s vision.