EMPHASIS ON EMOTIONAL BRANDING TO INCREASE AWARENESS AND CUSTOMER SATISFACTION OF NORCHE WOMEN’S BAG STORE

• Main Author: Nur'Azizah Manikaputri, Nabilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66927
• Institution: Institut Teknologi Bandung

Bags are one of the most sought-after commodities by women when they are in central shopping. Bags as complementary fashion products that can hypnotize people. Pra-survey about the customer intention to buy Women Local bags are 70% of the surveys were conducted through online questionnaire media due to the pandemic situation. The number of respondents from this pre-survey was distributed to 20 women aged 18-25 years, located in Bandung and Jakarta Regarding the data, the author conducted a pre-survey of what customers pay attention to in choosing local bag products. Result to the pra-survey, 90% of 20 people like local bags based on the design, 85% of 20 people pay attention to the color, and others based on the function, brand, price, and also the mood of the customer himself. Nowadays, consumers are more interested in getting emotional pleasures from their shopping experiences than they are in getting high-quality items at reduced prices. (Kim et al. 2014). Norche is a fashion brand located in Indonesia, launched in January 2022, Norche provides women’s bags with special durable materials. This research was conducted using qualitative data to determine the behavior of Norche customers when making a purchase, then identify what strategies emotionally can be done and form a good marketing strategy implementation to develop Norche branding. The research was conducted using pre-liminary research based on internal and external conditions using Porter's Five Forces, then analyzing customer awareness of the Norche brand, and purchase intention which was also conducted by interview and knowing the satisfaction score using CSAT. The results of the study stated that Norche was still lacking in an emotional approach to customers, this was because the content and information provided to the audience on social media had not yet reached an emotional bond. To find out how emotional customers are during the buying process, researchers conducted in-depth interviews with Customer Journey Mapping and validated using Emotional Branding Driven which consisted of Personality Driven, Appealing Driven, Sensory Driven and Navigation Driven. So, the strategy taken must start from improving the campaign and also the content that is distributed through social media as well as collaboration and also the procurement of guaranteed member cards must be implemented.