Peranan Peer Group Story-telling dalam Membangun Brand Awareness Usaha Makanan Lokal di Kota Surakarta
Abstract
Sepanjang pandemi ini ada peningkatan sebanyak 47%-53% pebisnis makanan baru yang bergabung melalui layanan penyedia jasa pengantaran makanan online. Peningkatan jumlah yang cukup signifikan terhadap pelaku bisnis makanan ini, maka persaingan para pelaku bisnis makanan untuk dikenal di masyarakat menjadi semakin berat. Dibutuhkan brand awareness di mata masyarakat yang menjadi konsumen harus semakin diperhatikan dengan cermat. Brand menggunakan storytelling untuk membangun kesan positif brand dibenak konsumen sehingga berpotensi menggerakkan konsumen untuk melakukan pembelian produk. Tujuan penelitian ini untuk mengetahui peranan storytelling dari lingkup pertemanan konsumen yang diceritakan melalui akun sosial media seseorang dalam membangun brand awareness brand makanan lokal yang baru muncul. Secara khusus dalam penelitian ini akan melihat pengaruh narasi pesan, distribusi pesan, dan kredibilitas komunikator dalam membangun brand awareness melalui sosial media story telling. Penelitian ini diharapkan memberikan masukan untuk pelaku bisnis makanan terutama untuk brand yang baru berdiri dan praktisi marketing communication dalam menentukan strategi komunikasi untuk mendekati konsumen.
Kata Kunci : Brand Awareness, Storytelling, Sosial Media, Peer Group, Komunikasi pemasaran
Downloads
References
Anderson, Daniel. 2019. Manipulation of the Audience - Learn How to SkyrocketYour Personal Brand and Online Business Using the Power of Social Media Marketing, Including Instagram, Facebook and YouTube. Charlie Creative Lab Ltd Publisher.
Arikunto, Suharsimi. 2011. Prosedur Penelitian : Suatu Pendekatan Praktik. Jakarta : Rineka Cipta.
Belch, George E. and Michael A. Belch. 2003. Advertising and Promotion: An Integrated Marketing Communication Perpective. New York: McGraw-Hill.
Dispendukcapil Kota Surakarta.2020. Buku Agregat Data Kependudukan Kota Surakarta Tahun 2020 Semester 1. Surakarta : Dispendukcapil Kota Surakarta.
Fabiola González Romo, Zahaira; Irene García- Medina, Noemí Plaza Romero. 2017. Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands. International Journal of Mobile Technologies. Vol. 11 No. 6, 2017. 136-149.
Griffin, E.M. 2009. A First Look At Communication Theory 5th Edition. Boston : Mc Graw Hill.
Handayani, Indah. Beritasatu.com.(24 September 2020). Usaha Kuliner Rumahan Menggeliat di Masa Pandemi Covid-19 dalam https://www.beritasatu.com/gaya hidup/680253/usaha-kuliner-rumahan- menggeliat-di-masa-pandemi-covid19. Diakses pada 30 Maret 2021.
Jatmiko, Leo Dwi. Bisnis.com. 30 Januari 2021. Ada Pandemi, Mitra Gofood Melonjak 50 Persen pada 2020 dalam https://teknologi.bisnis.com/read/202101 30/2661349935/ada-pandemi-mitra- gofood-melonjak50-persen-pada-2020. Diakses pada 30 Maret 2021.
Kasiram,M. 2008. Metodologi Penelitian Kuantitatif. Malang : UIN Malang Press.
Lundqvist, Anna; Veronica Liljander; Johanna Gummerus, and Allan van Riel. 2013. The Impact of Storytelling on the consumer brand experience : The Case of A Firm Originated Story. Journal of Brand Management 20. 283-297.
Maatota, Fyolin T; Joyce Lapian, Maria V. J. Tielung. Konten Analisis MengenaiStorytelling Elements dan Brand Archetype dari Kampanye Iklan LinkedIn. Jurnal EMBA Vol.7 No.4 Oktober 2019, Hal. 5643-5652
Mohammed Shobri, Nor Diyana; Samsudin Wahab; Nor Lella Ahmad; Nur Rabitah Naqsa bt’ Ain. 2012. The Influence of Consumer Socialization on Brand Loyalty : Survey on Malaysia Fast Food Consumer. Procedia Social and Behavioral Science 65. 523-529.
Moriarty, Sandra; Nancy Mitchel, & Wiiliam Wells. 2012. Advertising & IMC: Principles and Practice. New Jersey: Prentice Hall.
Serafinelli, Elisa. 2018. Digital Life on Instagram, New Social Communication of Photography. Emerald Publishing.
Sugiyono. 2008. Metodologi Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Walter, Ekaterina; Jessica Gioglio. 2014. How to Use Visuals, Videos, and Social Media to Market Your Brand. Ekaterina Walter, Jessica Gioglio. Mc Graw Hill.
Yun Pan, Lee; Kuan Hung Chen. 2019. A Study on The Effect of Storytelling Marketing on Brand Image, Perceive Quality, and Purchase Intention in Ecotourism. Ekoloji 28. 705-712.
Authors whose manuscript is published will approve the following provisions:
The right to publication of all journal material published on the jurnal representamen website is held by the editorial board with the author's knowledge (moral rights remain the property of the author).
The formal legal provisions for access to digital articles of this electronic journal are subject to the terms of the Creative Commons Attribution-ShareAlike (CC BY-SA) license, which means Jurnal Representamen reserves the right to store, modify the format, administer in database, maintain and publish articles without requesting permission from the Author as long as it keeps the Author's name as the owner of Copyright.
Printed and electronic published manuscripts are open access for educational, research and library purposes. In addition to these objectives, the editorial board shall not be liable for violations of copyright law.
