Marketing Communication Tools, Emotional Connection, and Brand Choice: Evidence from Healthy Food Industry

This research examines the effects of information sharing, peer pressure, and entertainment on attitude towards a brand. In addition, this also emotional connection, connection purchase intention, brand intention. uses SEM (Structural Equation Modelling) method LISREL version 8.80 as tools for data analysis. The population is people in city Jakarta. number respondents amounts to 165 people. taken are those familiar with healthy food FMCG (Fast Moving Consumer Goods) type have seen advertisements social media. Then, study quantitative methods hypothesis-testing approach. Firstly, sharing has no significant effect brand, unlike pressure having Furthermore, considerably affects much it does connection. Finally, findings indicate that influence toward while not significantly intention significant. To reinforce suggested marketing be maximally utilized due amount these could generate.