Brand Trust in the Sore Istri dari Masa Depan and HMNS Campaign Afifatul Azizah (a*), Destyo (b)
a) Department of Communication Science, Faculty of Law Social and Political Sciences, Universitas Terbuka, Tangerang Selatan, Indonesia
afifatulazizah98[at]gmail.com
b) Department of Communication Science, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Surabaya, Indonesia
Abstract
The rise of film brand collaborations in Indonesia offers insights into the use of cinematic narratives as strategic communication tools in digital marketing. A notable example is the partnership between the film Sore Istri dari Masa Depan and fragrance brand HMNS, which attracted over three million viewers and sold 8,000 limited edition fragrance units shortly after its July 2025 launch. While traditional neuromarketing studies often relied on expensive biometric tools, this research utilized a psychometric approach to explore narrative transportation and emotional response as predictors of brand trust. This study addressed three key research questions, namely the influence of narrative transportation on brand trust, the influence of emotional response on brand trust, and the mediating role of emotional response in the relationship between narrative transportation and brand trust. A quantitative survey method collected data through an online questionnaire using purposive sampling, targeting 200 respondents who had watched the film and were exposed to the HMNS and Sore digital campaign. The findings are anticipated to enhance literature on neuromarketing, strategic communication, and digital branding by illustrating that psychometric instruments can effectively operationalize neuromarketing constructs without biometric tools, offering valuable insights for communication professionals on how emotionally engaging cinematic narratives foster brand trust in digital discourse.
Keywords: brand trust, digital communication, emotional response, narrative transportation, neuromarketing
Topic: Strategic Communication in the Digital Sphere: Cultivating Civic Trust through Data-Driven Approaches (Digital Communication- Public Communication Strategy- Civic Trust)
