Implikasi Pemasaran Viral sebagai Strategi Komunikasi Pemasaran dalam Membangun Perceived Value: Analisis Kasus Brand Somethinc
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana implikasi pemasaran viral sebagai strategi komunikasi pemasaran dapat membangun perceived value pada analisis kasus merek Somethinc. Penelitian ini menggunakan metode deskriptif kualitatif dengan metode studi kasus. Jenis penelitian dilakukan yaitu studi deskriptif dari data yang diperoleh melalui Focused Group Discussion (FGD). Berdasarkan hasil analisis yang telah dilakukan, pemasaran viral memiliki implikasi signifikan pada pembentukan perceived value pada merek kecantikan Somethinc. Konsep perceived value yang muncul melibatkan penciptaan "Top of Mind Awareness," menunjukkan bahwa produk tersebut menduduki posisi yang sangat kuat dalam kesadaran pelanggan. Selain itu, dalam kerangka perceived value, pemasaran viral juga membentuk nilai-nilai emosional (emotional value), nilai sosial (social value), nilai kualitas atau kinerja (quality/performance value), dan nilai harga (price/money value) yang kokoh. Simpulan penelitian ini bahwa setiap aspek nilai memainkan peran penting dalam membentuk persepsi konsumen terhadap merek dan produk Somethinc, memastikan bahwa produk ini tidak hanya dikenal luas, tetapi juga dianggap sangat bernilai oleh konsumen.
Kata Kunci: Komunikasi Pemasaran, Komunikasi Persuasi, Perceived Value, Pemasaran
Viral
References
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China, M. (2020). 5 Trends Shaping Beauty in China’s eCommerce Market for 2020. https://phoenix-chem.com/history-and-future-of-cosmetics/
Compas. (2021). Top 5 Brand Perawatan Wajah di E-commerce Indonesia dengan Penjualan di atas Rp 10 Miliar. https://compas.co.id/article/top-5-brand-perawatan-wajah/
Devito, J. A. (2011). Komunikasi Antar Manusia. Karisma Publishing Grup. Tangerang
Dilla, S. (2007). Komunikasi Pembangunan Pendekatan Terpadu. Simbiosa Rekatama Media. Bandung
Dobele, A., Teleman, D., & Beverland, M. (2014). E-Talking: Viral Marketing to Spread Brand Message. Business Horizons. 48(2). 143-149 http://dx.doi.org/10.1016/j.bushor.2004.10.011
Han, H., & Hyun, S. S. (2017). Impact of Hotel-Restaurant Image and Quality of Physical-Environment, Service, and Food on Satisfaction and Intention. International Journal of Hospitality Management. 63. 82–92. https://doi.org/10.1016/j.ijhm.2017.03.006
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Kementerian Perindustrian Republik Indonesia. (27, Januari 2020). Perubahan Gaya Hidup Dorong Industri Kosmetik. https://kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik
Kotler, P., & Amstrong, G. (2012). Principle of Marketing. Prentice Hall. Inggris
Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Pearson Education. Upper Saddle River
Laurenzia, B., Goenawan, F., Astri, &, Prodi, Y., Komunikasi, I., Kristen, U., & Surabaya, P. (2021). Tingkat Brand Awareness Masyarakat Surabaya terhadap Elemen Brand Somethinc. Jurnal E-Komunikasi, 9(2). 1-12. https://publication.petra.ac.id/index.php/ilmu-komunikasi/article/view/11490
Maarif, B. S. (2010). Komunikasi Dakwah. Remaja Rosdakarya. Bandung
Media Indonesia. (28, Oktober 2021). Saatnya Brand Lokal Memimpin Pasar Skincare Indonesia. https://mediaindonesia.com/humaniora/443146/saatnya-brand-lokal-memimpin-pasar-skincare-indonesia
Mencarelli, R., & Rivière, A. (2014). The participation of the customer in a self-service technologies context. An approach by the perceived value. Revue Francaise de Gestion, 241(4), 13–30. https://ideas.repec.org/a/cai/rfglav/rfg_241_0013.html
Perbawaningsih, Y. (2012). Menyoal Elaboration Likelihood Model (ELM) dan Teori Retorika. Jurnal ILMU KOMUNIKASI, 9(1). https://doi.org/10.24002/jik.v9i1.50
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19(C), 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Pusat Komunikasi Publik Kementerian Perindustrian. (2015). Rencana Induk Pembangunan Industri Nasional 2015–2035. https://kemenperin.go.id/ripin.pdf
Roberts, R. (2022). Beauty Industry Trends & Cosmetics Marketing: Statistics and Strategies for Your Ecommerce Growth. https://commonthreadco.com/blogs/coachs-corner/beauty-industry-cosmetics-marketing-ecommerce
Sandi, K., Thoyib, S., & Christianingrum, C. (2020). Pengaruh Viral Marketing dan Kepercayaan Konsumen terhadap Keputusan Pembelian Online melalui Media Sosial Instagram pada Mahasiswa Fakultas Ekonomi Universitas Bangka Belitung Angkatan 2016-2018. Holistic Journal of Management Research, 1(1), 17–26. http://download.garuda.kemdikbud.go.id/article.php?article=1821721&val=6826&title=Pengaruh%20Viral%20Marketing%20dan%20Kepercayaan%20Konsumen%20Terhadap%20Keputusan%20Pembelian%20Online%20Melalui%20Media%20Sosial%20Instagram%20Pada%20Mahasiswa%20Fakultas%20Ekonomi%20Universitas%20Bangka%20Belitung%20Angkatan%202016-2018
Schacter, D. (2011). Perception in Psychology. Worth Publisher.
Soemanagara, R. (2012). Strategic Marketing Communication. Alfabeta. Bandung
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tranggono, R., & Latifah, F. (2007). Buku Pegangan Ilmu Pengetahuan Kosmetik. PT. Wamedia Pustaka. Jakarta. https://www.scribd.com/document/499671037/buku-pegangan-ilmu-pengetahuan-kosmetik
Walgito, B. (2004). Pengantar Psikologi Umum. Andi Offset. Yogyakarta
Wong, A. (2018). A study of consumer acceptance of mobile payment services in Hong Kong. Journal of Economics, Management and Trade, 21(3), 1–14. https://doi.org/10.9734/JEMT/2018/39472
Wulandari, P. (2021). Building Brand Value.
Yen, C. H., & Teng, H. Y. (2015). Celebrity Involvement, Perceived Value, and Behavioral Intentions in Popular Media-Induced Tourism. Journal of Hospitality & Tourism Research, 39(2), 225–244. https://doi.org/10.1177/1096348012471382
Published
2023-12-30
Section
Articles
Copyright (c) 2023 Lora Sabila Yassaroh, Maulina Pia Wulandari, Bambang Dwi Prasetyo
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