Peran Emotional Branding Terhadap Kepuasan Konsumen Dimediasi Oleh Keputusan Pembelian Produk G2G Pada Konsumen Gen Z Di Kota Palu

The increasingly competitive development of the cosmetics industry in Indonesia is encouraging companies to build relationships emotional with consumer through strategy Emotional Branding. Study This aim analyzing the influence Emotional Branding to satisfaction consumer with decision purchase as variables This study aims to examine the mediation of G2G product use among Generation Z. consumers in Palu City. The study used a quantitative approach with a causal descriptive design. The research sample consisted of 105 respondents selected using a purposive sampling technique. sampling. Data collected through questionnaire scale Likert And analyzed use Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0. The results of the study indicate that Emotional Branding has a positive and significant effect on purchasing decisions and consumer satisfaction. Purchasing decisions also have a positive and significant effect on consumer satisfaction and are proven to partially mediate the effect of Emotional Branding on consumer satisfaction. These findings indicate that the success ess of an Emotional Branding strategy is not only able to increase consumer satisfaction directly, but also through purchasing decisions. Therefore, G2G needs to strengthen emotion-based marketing strategies that are in accordance with the characteristics of Generation Z to encourage purchasing decisions and increase consumer satisfaction sustainably.