Halal Branding dan Emotional Marketing: Membangun Citra Produk UMKM Kolaka: Pendekatan Mixed Methods
DOI:
https://doi.org/10.51454/jimsh.v7i2.1365Keywords:
product image, emotional marketing, halal brandingAbstract
Penelitian mengenai pengaruh halal branding dan emotional marketing terhadap citra produk telah banyak dilakukan, namun masih terdapat kesenjangan pada konteks Usaha Mikro, Kecil, dan Menengah (UMKM) daerah serta kurangnya integrasi antara kedua strategi tersebut. Sebagian besar studi terdahulu menggunakan pendekatan kuantitatif semata, sehingga belum mampu mengungkap interaksi dan dinamika mendalam di balik hubungan antar variabel. Penelitian ini bertujuan untuk menganalisis secara komprehensif pengaruh halal branding dan emotional marketing terhadap citra produk UMKM di Kabupaten Kolaka dengan menggunakan metode campuran (mixed methods). Sebanyak 150 responden ditentukan melalui teknik purposive sampling dan dianalisis menggunakan pendekatan kuantitatif melalui PLS-SEM, serta dilengkapi dengan wawancara kualitatif terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa halal branding berpengaruh positif dan signifikan terhadap citra produk, sedangkan emotional marketing turut memberikan kontribusi melalui penguatan kedekatan emosional antara produsen dan konsumen. Hasil wawancara mendukung temuan tersebut dengan menunjukkan bahwa label halal meningkatkan kepercayaan konsumen, sementara narasi tradisional dan pelayanan ramah menciptakan ikatan emosional yang kuat. Temuan ini menegaskan pentingnya integrasi antara halal branding dan emotional marketing dalam memperkuat daya saing UMKM halal serta memberikan masukan bagi pemerintah daerah dalam merancang program pendampingan sertifikasi halal dan pelatihan digital marketing yang berorientasi emosional.
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