Studi Komparatif Buaran Pemasaran Dan Brand Image Antara Dunkin Donuts Dan J.co Donuts (studi Cabang Buah Batu Bandung)

Shinta Wanda Kusuma, Citra Kusuma Dewi

Abstract

Abstrak Penelitian ini dilatarbelakangi oleh terjadinya peningkatan pengidap penyakit diabetes di Indonesia sebesar 20% berada pada usia dibawah 40 tahun pada tahun 2017. Adanya kesadaran DUNKIN DONUTS sebagai produsen produk rendah gula sehingga DUNKIN DONUTS melakukan edukasi kepada masyarakat mengenai penerapan pola hidup sehat khususnya generasi muda yang lebih cendrung mengkonsumsi media sosial dibandingkan konvensional melalui Youtube sebagai platform media pemasaran yang potensial, dibuktikan dengan terjadinya peningkatan belanja iklan digital marketing pada platform media sosial Youtube sebesar 60-90%, untuk mengedukasi, mempromosikan serta mengubah persepsi konsumen bahwa produk DUNKIN DONUTS tidak hanya untuk masyarakat lanjut usia. Oleh karena itu, DUNKIN DONUTS memilih Youtube sebagai platform media pemasaran dengan memilih konsep webseries menjadi strategi pemasaran untuk menjangkau khalayak lebih luas khususnya generasi muda. Penelitian ini bertujuan untuk mengetahui pengaruh entertainment, information, personalization dan advertisement value terhadap brand attitude serta peran advertisement value sebagai mediator pada iklan webseries Sore DUNKIN DONUTS. Hasil penelitian menunjukkan bahwa variabel entertainment, information, personalization, advertisement value dan brand attitude berada pada kategori sangat baik. Hasil analisis SEM-PLS menujukan variabel entertainment, information, personalization, dan advertisement value terhadap brand attitude dengan pengaruh sebesar 16,8%, 22,5%, 52%, dan 75,6% untul masing-masing variabel. Sementara itu, hasil penelitian menjukan bahwa advertisement value berperan sebagai mediator antara entertainment, information, personalization dan brand attitude dengan nilai 10,8%, 16,2&, 8,9%, 35,1%. Kata kunci: advertisement value, brand attitude, digital marketing, Youtube.

 

Abstract This research is influenced by a 20% increase in people with diabetes in Indonesia at the age of under 40 in 2017. The existence of DUNKIN DONUTS's awareness as a producer of low sugar products for this makes DUNKIN DONUTS educate the public about the adoption of a healthy lifestyle, especially the younger generation that more likely to consume social media than conventional. Therefore, DUNKIN DONUTS chose Youtube as a potential platform, as evidenced by the increase in digital marketing advertising spending on YouTube's social media platform by 60-90%, to educate, promote and change consumer perceptions that DUNKIN DONUTS products are not only for the community Elderly. Therefore, DUNKIN DONUTS chose Youtube as a media marketing platform by choosing the concept of webseries to become a marketing strategy to reach a wider audience, especially the younger generation.the problems related to entertainment, information, personalization, advertisement value and brand attitude at webseries Sore TDUNKIN DONUTS advertising on social media Youtube. This study aims to evaluate effect of entertainment, information, and personalization and advertisement value forward brand attitude and to find out the role of the advertisement as a mediator in the Sore DUNKIN DONUTS webseries advertisement. The results showed that the variables of entertainment, information, personalization, advertisement value and brand attitude were in a very good category. The results of the SEM-PLS analysis addressing entertainment, information, personalization, and advertisement variables the value of brand attitude has a positive effect as big as 16,8%, 22,5%, 52%, and 75,6% % for each variable. Meanwhile, the results of the research show that the advertisement value acts as a mediator between entertainment, information, irritatio, personalization and brand attitude with a value of 10.8%, 16.2 &, 8.9%, 35.1%. ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 1378 Keywords: advertisement value, brand attitude, digital marketing, Youtube

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