Volume 07 Issue 07 July 2024
1Eka Yuliati, 2Dewi Urip Wahyuni, 3Yesa Ramadhani
1,2,3Indonesian School of Economics (STIESIA) Surabaya, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v7-i07-88Google Scholar Download Pdf
ABSTRACT
This research analyzes emotional branding in the visualization of Coca Cola Zero television advertisements. Objectively, this research aims to examine the analysis of Emotional Branding Visualization of Coca Cola Zero Television Advertisements on Purchase Interest. The research method applies a qualitative-desktiptive method with Marc Gobe's emotional branding theory approach. The research results show that the Coca Cola Zero advertising visualization seeks to build emotional branding through a series of strategies such as building relationships with consumers, multisensory experiences, affirming vision, and imagination to establish communication with consumers as self-actualization. Conveying information through messages that are easy to remember is different from competitors, this will create a need and ultimately increase consumer buying interest.
KEYWORDS:emotional branding, television advertising visualization, purchase interest
REFERENCES1) Adona, F. (2010). Kekerasan dalam Emotional Branding Perusahaan Indonesia.
2) Agusti, M. C. (2016). Eksplorasi Warna Pastel sebagai Ide Penciptaan Karya Fo- tografi Fesyen [S1, INSTITUT SENI INDONESIA (ISI) SURAKARTA]. http://repository.isi-ska.ac.id/1542/
3) AISI. (2022). Distribusi Statistik. Asosiasi Industri Sepeda Motor Indonesia (AISI). https://www.aisi.or.id/statistic/
4) Albaihaqi, N. L. (2021). Penerapan Warna Pastel Dalam Fotografi Fashion [Skrip- si, Institut Seni Indonesia Yogyakarta]. http://lib.isi.ac.id
5) Balaji, D., Londhe, B. R., & Shukla, R. P. (2016). Successful Emotional Brand- ing Campaigns on Television in India: An Exploration. Indian Journal of Science and Technology, 9(15), 1–6. https://doi.org/10.17485/ijst/2016/ v9i15/92152
6) Bozman, C. S., Mueling, D., & Pettit-O’Malley, K. L. (1994). The Directional Influence Of Music Backgrounds In Television Advertising. Journal of Applied Business Research (JABR), 10(1), Art. 1. https://doi.org/10.19030/ jabr.v10i1.5958
7) Bruce, N. I., Becker, M., & Reinartz, W. (2020). Communicating Brands in Tele- vision Advertising. Journal of Marketing Research, 57(2), 236–256. https:// doi.org/10.1177/0022243719892576
8) Cenadi, C. S. (1999). Elemen-Elemen dalam Desain Komunikasi Visual. Jurnal Desain Komunikasi Visual Nirmana, 1(1), Art. 1. https://doi.org/10.9744/ nirmana.1.1
9) DIGIADS. (2021). Media Iklan Mana yang Lebih Efektif, Televisi atau Internet?
10) DIGIADS. https://digiads.co.id/insight/media-iklan-mana-yang-leb- ih-efektif-televisi-atau-internet
11) Dunbar, D. S. (1990). Music, and Advertising. International Journal of Advertising, 9(3), 197–203. https://doi.org/10.1080/02650487.1990.11107148
12) Dewa, Ndaru Kusuma. 2009. Analisis Pengaruh Kualitas Produk, Daya Tarik Promosi Dan Harga Terhadap Minat Beli (Studi Kasus Starone Di Area Jakarta Pusat). Thesis Program Studi Magister Manajemen Program Pasca Sarjana Universitas Diponegoro Semarang.
13) Elliot, A. J., & Maier, M. A. (2014). Color Psychology: Effects of Perceiving Color on Psychological Functioning in Humans. Annual Review of Psychology,65(1), 95–120. https://doi.org/10.1146/annurev-psych-010213-115035
14) Gobé, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. Windsor.https://books.google.co.id/books/about/Emotion- l_Branding.html?id=ZcokAgAACAAJ&redir_esc=y
15) Gobé, M. (2002). Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy. Allworth Press.
16) Hidayattuloh, M., & Sumargono, I. (2021). Branding Emosional pada Visualisasi Iklan Televisi Wuling Confero S. Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, Dan Periklanan, 6(2), 217–236. https://doi. org/10.25124/demandia.v6i2.2943
17) Kareklas, I., Brunel, F. F., & Coulter, R. A. (2014). Judgment is not color blind: The impact of automatic color preference on product and advertising preferences. Journal of Consumer Psychology, 24(1), 87–95. https://doi.org/10.1016/j.jcps.2013.09.005
18) Kato, T. (2022). Perceived color quality: The effect of light reflection brightness of a car’s exterior design on consumers’ purchase intentions. International Journal of Engineering Business Management, 14, 18479790221126790. https://doi.org/10.1177/18479790221126791
19) Kim, Y.-K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: The case of fashion brands. Fashion and Textiles, 6(1), 2. https://doi. org/10.1186/s40691-018-0164-y
20) Korlantas Polri. (2022, Desember 28). Jumlah Data Kendaraan Per Polda. Elec- tronic Registration Indentiffication. http://rc.korlantas.polri.go.id:8900/ eri2017/laprekappolda.php
21) Kotler, Philip. (2010). Manajemen Pemasaran, Marketing manajemen analisis, perencanaan, implementasi, dan kontrol. Jilid dua, edisi 5. PT. Prenhallindo. Jakarta
22) Kusuma, M. R. P., & Purnomo, A. S. A. (2020). Emotional Branding Dalam Strate- gi Pemasaran Kolaborasi: Studi Kasus Desain Kemasan Mizzu “Khong Guan Face Palette.” Mudra Jurnal Seni Budaya, 35(3), Art. 3. https://doi. org/10.31091/mudra.v35i3.1126
23) Martopo, Aditya Sulis danArif Wibowo (2015) Pengaruh Kualitas Produk, Citra Merek Dan Daya Tarik Promosi Terhadap Keputusan Pembelian Pada Produk Jamu Tolak Angin PT. Sido Muncul (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Yogyakarta). Jurnal Manajemen dan Bisnis Indonesia
24) Maslow, A. H. (1970). Motivation and Personality. Harper & Row.
25) Massara, A., & Wicaksono, A. (2018). Peran Sepeda Motor bagi Masyarakat Ber- pendapatan Rendah di Kota Makassar. Jurnal Transportasi, 18(3), Art. 3. https://doi.org/10.26593/jtrans.v18i3.3152.161-168
26) Morrison, S., & Crane, F. G. (2007). Building the Service Brand by Creating Ana Managing an Emotional Brand Experience. Journal of Brand Management, 14(5), 410–421. https://doi.org/10.1057/palgrave.bm.2550080
27) Muazaroh, S., & Subaidi, S. (2019). Kebutuhan Manusia dalam Pemikiran Abra- ham Maslow (Tinjauan Maqasid Syariah). Al-Mazaahib: Jurnal Perbandin- gan Hukum, 7(1), Art. 1. https://doi.org/10.14421/al-mazaahib.v7i1.1877
28) Muljosumarto, C. (2017). A Case Study Color as a Visual Language: Focused on TV Commercial. Jurnal Desain Komunikasi Visual Nirmana, 17(1), Art.1. https://doi.org/10.9744/nirmana.17.1.1-9
29) Noor, W. K., & Qomariyah, U. (2019). Hierarki Kebutuhan Sebagai Dasar Refleksi Diri Tokoh Dalam Novel Pesantren Impian. Jurnal Sastra Indonesia, 8(2), Art. 2.
30) Pramono. AG.Suyono (2012). Pertimbangan Dalam Daya Tarik Produk Barang Maupun Jasa. Intidayu Press. Jakarta.
31) Pratiwi, Nikma Yolanda (2015) Analisis Pengaruh Keputusan Pembelian Sepeda Motor Yamaha Di Kota Pati, Diponegoro Journal of Management, Volume 4, Nomor 4, Tahun 2015, Halaman 1-11ISSN (Online): 2337-3792 Press.
32) Prastika, N. D. (2013). Emotional Branding Telepon Seluler Merek Nokia Ter-hadap Konsumen. Psikostudia : Jurnal Psikologi, 2(1), Art. 1. https://doi. org/10.30872/psikostudia.v2i1.2226
33) Rachmayanti, A., & Pamungkas, I. (2017). Penerapan Emotional Branding Pada Program Tvc Aqua Versi “it’s In Me.” eProceedings of Management, 4(1), Art. 1. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/4674
34) Rahmi, S., Rinaldo, J., & Hadya, R. (2019). Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Matik Honda Beat (Studi Kasus Mahasiswa/I Fakultas Ekonomi Universitas Ekasakti Padang). Matua Jurnal, 1(1), Art. 1.Sugarman, J. (2006). The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters (1st edition). Wiley.
35) Schnurr, Benedikt Schnurr, Alexandr Nicola E. Stokburger-Sauer (2016) The Effect of Context Attractiveness on Product Attractiveness And Product Quality: the moderating role of product familiarity Journal International, DOI: 10,1007 / s11002-016-9404-3
36) Situmeang, Ilona V. Oisina (2013) Pengaruh Daya Tarik Promosi Televisi Toko Bagus Terhadap Keputusan Pemebelian (Survey Pada Warga Kompleks Citra Gran Cluster Central Garden, Cibubur). Jurnal Komunikologi Volume 10 No 1, Maret 2013
37) Tajuddien, Rahadyan (2015) Analisis Pengaruh Daya Tarik Produk Dan Mutu Pelayanan Untuk Meningkatkan Minat Beli Konsumen (Studi pada Konsumen Furniture PT. ANDHITA SARI di Ungaran) Diponegoro Journal of Management, Volume 4, Nomor 4, Tahun 2015, Halaman 1-11ISSN (Online): 2337-3792
38) Wijanarka, Y., Suryoko, S., & Widiartanto, W. (2015). Pengaruh Emotional brand- ing dan Experiential marketing Terhadap Loyalitas Merek Eiger Adventure Melalui Brand trust dan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Eiger Adventure Store Semarang). Jurnal Ilmu Admin- istrasi Bisnis, 4(2), Art. 2. https://doi.org/10.14710/jiab.2015.8324
39) Wells, William, John Burnett, Sandra Moriarty, (1995), Advertising: Principles and Practice, 3 Edition, Prentice Hal
40) Young, C. E. (2004). Capturing the Flow of Emotion in Television Commercials: A New Approach. Journal of Advertising Research, 44(2), 202–209. https:// doi.org/10.1017/S0021849904040103
41) Zhahir, B., & Widayanto, W. (2018). Pengaruh Kualitas Produk dan Iklan Ter- hadap Keputusan Pembelian Melalui Minat Beli Sepeda Motor Yamaha NMAX (Studi kasus pada Dealer Yamaha Bahana Pekalongan). Jurnal Ilmu Administrasi Bisnis, 8(1), Art. 1. https://doi.org/10.14710