Measuring Emotional Resonance Experience: An Exploratory Analysis Among F&B Cashew Consumers In Indonesia
DOI:
https://doi.org/10.21512/tw.v27i1.14178Keywords:
Emotional Resonance Experience, Engagement, Experience, Emotional Experience, Experiential MarketingAbstract
In this era, consumers face with increasingly abundant product choices, making businesses’ ability to build meaningful emotional connections a crucial differentiating factor. Therefore, the concept of Emotional Resonance Experience (ERE) becomes important, as it not only triggers temporary emotional responses but also creates deep and sustainable personal resonance that strengthens psychological bonds and long-term loyalty. However, there is still a gap in identifying the specific factors that effectively shape this emotional resonance. This study aimed to identify and validate the fundamental factors forming ERE among consumers. A quantitative method was employed by distributing questionnaires through Google Forms to 121 Renjana Cashew consumers. The collected data were analyzed using Exploratory Factor Analysis (EFA) with SPSS to determine the underlying dimensions of ERE. The results reveal five factors that form ERE: emotional engagement, memorable experience, personal meaningfulness, personal relevance, and reliability. These five factors collectively explain 93.168% of the total variance. The findings indicate that ERE is a multidimensional phenomenon shaped not only by emotional attachment but also by cognitive relevance and product reliability, which contribute to consumers’ sense of stability and trust. The novelty of this research lies in the empirical validation of five structured dimensions that effectively explain the mechanism of creating deep and sustainable emotional bonds, providing a tested ERE model that enriches the literature on consumer behavior and experiential marketing.
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