PERMANA, ADITYA (2023) PENGARUH KOMUNIKASI PEMASARAN DIGITAL TERHADAP KESADARAN MEREK DAN REPUTASI ANIMASI ADIT SOPO JARWO MELALUI KONTEN EDUKASI ANAK. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Indonesian animation should be able to compete with foreign animation, but in fact the broadcast of Indonesian animation in Indonesia is still inferior, especially on national television. To keep up with overseas animation, especially in the national market, there needs to be a creative strategy in marketing these local animations to increase brand awareness and a good brand reputation so that Indonesian animation can be a major choice for animation shows, as MD Animation does by utilizing the technology. Social media is a means of presenting educational content to children to increase the brand awareness and reputation of their product, the Adit Sopo Jarwo animation. This study aims to find out the effect of digital marketing communication on Adit Sopo Jarwo's brand awareness and animation reputation through child education content, a survey was conducted on followers of @mdanimation's Instagram account. In this study, the theory used is digital marketing communication theory, brand awareness, brand reputation and stimulus, organism, and response (SOR) theory, which is to see how the response from the audience affects brand reputation. This study used a positivist paradigm with a quantitative approach and used survey research methods and data analysis techniques using path analysis. The samples used in this study were 387 respondents with sample determination using purposive sampling. The results of this study were obtained in that digital marketing communication was shown to have a direct and significant influence on brand reputation. In addition, the results of the analysis with the Sobel test show the influence of the brand awareness variable as an intervening variable between the digital marketing communication variable and the brand reputation, so it can be said that the indirect effect or indirect influence is significant. Keywords: Digital Marketing Communications, Brand Awareness, Brand Reputation, Animation. Animasi Indonesia sepatutnya mampu bersaing dengan animasi luar negeri, namun faktanya penayangan animasi Indonesia di tanah air masih kalah terutama di televisi nasional. Agar dapat terus bersaing dengan animasi luar negeri terutama di pasar nasional, perlu adanya strategi kreatif dalam pemasaran animasi lokal tersebut untuk meningkatkan kesadaran merek serta reputasi merek yang baik sehingga animasi Indonesia dapat menjadi pilihan utama untuk tontonan animasi, seperti yang dilakukan MD Animation dengan memanfaatkan media sosial Instagram sebagai sarana untuk menyajikan konten edukatif bagi anak sebagai upaya meningkatkan kesadaran merek dan reputasi dari produk mereka yaitu animasi Adit Sopo Jarwo. Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran digital terhadap kesadaran merek dan reputasi animasi Adit Sopo Jarwo melalui konten edukasi anak, survei dilakukan kepada pengikut akun Instagram @mdanimation. Dalam penelitian ini teori yang digunakan adalah teori komunikasi pemasaran digital, kesadaran merek, reputasi merek dan teori stimulus, organism, and response (SOR), yaitu melihat bagaimana respon dari audiens berpengaruh terhadap reputasi merek. Penelitian ini menggunakan paradigma positivis dengan pendekatan kuantitatif dan menggunakan metode penelitian survei serta teknik analisis data menggunakan analisis jalur (path analysis). Sampel yang digunakan dalam penelitian ini sebanyak 387 responden dengan penentuan sampel menggunakan purposive sampling. Dari hasil penelitian ini diperoleh bahwa komunikasi pemasaran digital terbukti memiliki pengaruh secara langsung dan signifikan terhadap teputasi merek. Selain itu hasil analisa dengan sobel test menunjukkan pengaruh variabel kesadaran merek sebagai variabel intervening antara variabel komunikasi pemasaran digital dan reputasi merek, maka dapat dikatakan bahwa indirect effect atau pengaruh tidak langsung signifikan. Kata Kunci: Komunikasi Pemasaran Digital, Kesadaran Merek, Reputasi Merek, Animasi
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