PENGARUH NEUROMARKETING DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK COCA COLA MELALUI EMOSI KONSUMEN SEBAGAIVARIABEL INTERVENING(STUDI KASUS KOTA TOMOHON)

Abstrak

 Increasingly competitive soft drink industry, companies like Coca-Cola implement neuromarketing-based marketing strategies and advertising appeal to build emotional connections with consumers. Neuromarketing leverages sensory elements to trigger subconscious responses, while the appeal of advertisements shapes emotional perceptions of the brand. Consumer emotions play an important intermediary role in influencing purchasing decisions. This study aims to analyze the influence of neuromarketing and ad appeal on the purchase decision of Coca-Cola products in Tomohon City, with consumer emotions as the intervening variable. The method used is quantitative, involving 386 respondents with analysis using SEM-PLS. The research results show that: (1) neuromarketing does not have a significant effect on consumer emotions, indicating that neuromarketing strategies have not yet been able to effectively evoke consumer emotions; (2) the attractiveness of advertisements has a positive and significant effect on consumer emotions; (3) consumer emotions have a significant effect on purchase decisions; (4) neuromarketing also has a positive and significant effect on purchase decisions; (5) the attractiveness of advertisements has a very significant effect on purchase decisions; (6) consumer emotions act as an intervening variable in the relationship between the attractiveness of advertisements and purchase decisions; and (7) consumer emotions also mediate the effect of neuromarketing on purchase decisions. It is concluded that the appeal of advertisements has the strongest influence on emotions and purchasing decisions, while neuromarketing would be more effective if it can evoke positive emotions. These findings provide important insights for marketers to optimize emotional approaches in communication strategies.