THE MEANING OF BRAND IMAGE IN SHAPING CONSUMER DECISIONS TO USE NAIL ART SERVICES: A CASE STUDY OF JEHA NAILS SURABAYA

Abstract

This study aims to understand the meaning of brand image in consumer decision-making when using nail art services at Jeha Nails Surabaya. The background of this research is based on the growing importance of brand image in shaping consumer perceptions and loyalty, particularly in the creative service industry. A qualitative method was employed, using in-depth interviews with three key informants who are loyal customers of Jeha Nails. The findings reveal that visual elements such as the four-leaf clover logo and the color palette of emerald green and gray evoke a sense of professionalism, elegance, and emotional connection. Additionally, the studio’s positioning as an “introvert nail studio” contributes to a comfortable and emotionally engaging customer experience, enhancing its appeal to its target market. The implementation of a full appointment system further strengthens the brand image by emphasizing service personalization and attention to detail. These results support theoretical perspectives which suggest that brand image is not only formed through visual identity but also through affective and sensory experiences. Jeha Nails successfully combines symbolic meaning, personalized service, and visual aesthetics to construct a brand image that resonates with consumers on an emotional level. In conclusion, a brand image that touches the emotional aspects of consumers can significantly influence purchase decisions and foster long-term customer loyalty. This study highlights the importance of building meaningful brand narratives in niche service industries such as nail art, where consumer connection is driven by more than just product quality, but it is shaped by how the brand makes them feel.