PERANAN EMOTIONAL APPEALS DAN BRAND COLLABORATION DALAM KEPUTUSAN PEMBELIAN KONSUMEN

(PENELITIAN PADA SKINCARE HALAL SOMETHINC KOLABORASI DENGAN NCT DREAM DITINJAU DARI BISNIS SYARIAH DI SURABAYA) 

THE ROLE OF EMOTIONAL APPEALS AND BRAND COLLABORATION IN CONSUMER PURCHASING DECISIONS

(RESEARCH ON SOMETHINC HALAL SKINCARE IN COLLABORATION WITH NCT DREAM REVIEWED FROM SHARIA BUSINESSES IN SURABAYA) 

Tujuan dari penelitian ini adalah untuk mengetahui peranan emotional appeals dan brand collaboration Somethinc dengan NCT Dream terhadap keputusan pembelian konsumen serta untuk mengetahui bagaimana brand collaboration ditinjau dari bisnis syariah. Jenis penelitian yang digunakan adalah kualitatif fenomenologis. Hasil penelitian menunjukkan bahwa emotional appeals dan brand collaboration pada keputusan pembelian memiliki peranan yang penting terhadap keputusan pembelian yang dilakukan oleh konsumen dan brand collaboration Somethinc dengan NCT Dream ini sudah menerapkan prinsip-prinsip bisnis syariah.

Kata kunci: Emotional appeals, brand collaboration, dan bisnis syariah 

The purpose of this research is to determine the role of emotional appeal and the Somethinc brand collaboration with NCT Dream on consumer purchasing decisions and to find out how brand collaboration is viewed from a sharia business perspective. The type of research used is qualitative-phenomenological. The research results show that emotional appeal and brand collaboration in purchasing decisions have an important role in purchasing decisions made by consumers and that the Somethinc brand collaboration with NCT Dream has implemented sharia business principles.

Keywords: Emotional appeals, brand collaboration, and sharia business