Brand Equity Review: Sales Promotion Role in Tropicana Slim Purchasing Decision

Authors

  • Michelle Michelle Program Studi Magister Ilmu Komunikasi, Universitas Bunda Mulia
  • Sugeng Wahyudi Program Studi Magister Ilmu Komunikasi, Universitas Bunda Mulia
  • Rustono Farady Marta Program Studi Magister Ilmu Komunikasi, Universitas Bunda Mulia

DOI:

https://doi.org/10.18196/jkm.11948

Keywords:

Brand Awareness, Brand Image, Purchasing Decision, Sales Promotion, Tropicana Slim

Abstract

As a top Indonesian product, Tropicana Slim seems to give new solutions to enjoying sweet taste widely used in Indonesian cuisine without worrying about the negative impacts often feared by the public, such as obesity and diabetes. Tropicana Slim’s achievements as the top brand for five years have several factors in consumer purchasing decisions that could lead to product loyalty under the Tropicana Slim brand. Therefore, this study aims to see the role of brand equity which consist of brand image, brand awareness, and sales promotion of Tropicana slim products introduced by PT Nutrifood Indonesia through their Instagram account @tropicanaslim leads to purchasing decisions. This research was carried out from March until April 2021 using a positivism paradigm with a quantitative approach and content analysis using visuals and text from 16 posts on their Instagram account. This research indicates the role of brand equity in the form of brand image with a frequency value of 42,03%, brand awareness with 26,09%, and sales promotion with a frequency of 31,88% on purchasing decisions. It can be concluded that the postings on the @tropicanaslim Instagram account take the role of elements of brand equity and sales promotion in purchasing decision process. 

References

Alamsyah, I., Wahyuni, S., & Zuliyanto, M. (2021). Pengaruh Citra Merek Terhadap Keputusan Pembelian Minyak Goreng Tropicana Slim Pada Hypermart Ponorogo City Center Di Kabupaten Ponorogo. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, Dan Ilmu Sosial, 15, 115–122. https://doi.org/10.19184/jpe.v15i1.20275

Araminta, W., Vidyarini, T. N., & Monica, V. (2020). Analisis Isi Brand Personality Media Komunikasi PT . Sasa Inti. Jurnal E-Komunikasi Program Studi Ilmu Komunikasi Universitas Kristen Petra, Surabaya, 8 No.2.

Arianty, N., & Andira, A. (2017). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. MANEGGIO: Jurnal Ilmiah Magister Manajemen, 5(3), 39–50.

Davis, C. S., & Lachlan, K. A. (2017). Straight Talk about COMMUNICATION RESEARCH METHODS.

Elfahmi, Woerdenbag, H. J., & Kayser, O. (2014). Jamu: Indonesian traditional herbal medicine towards rational phytopharmacological use. Journal of Herbal Medicine, 4(2), 51–73.

Fill, C., Hughes, G., & Francesco, S. De. (2013). Advertising Strategy, Creativity and Media.

Ginting, I. (2017). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Konsumen (Studi Pada Maskapai Penerbangan Air Asia Sebagai LowCost Carrier). NASPA Journal, 42(4), 1. https://doi.org/10.1017/CBO9781107415324.004

Hidayat, D., Hafiar, H., Anisti, A., & Suhartini, T. (2019). Tofu Product Branding for Culinary Tourism of Sumedang, Indonesia. Komunikator, 11(2). https://doi.org/10.18196/jkm.112022

Hutomo, R. (2018). Analisis Green Brand Awareness, Green Brand Trust, Green Brand Image Dan Green Perceived Value Terhadap Keputusan Pembelian Natural Cosmetics Product. Jurnal Studi Manajemen Bisnis, 2(1), 139.

Kamilah, G., Wahyuati, A., & Sekolah. (2017). Pengaruh Labelisasi Halal Dan Brand Image Terhadap Keputusan Pembelian Melalui Minat Beli. Jurnal Ilmu Dan Riset Manajemen, 6(2), 1–18.

Karsa, S. A., Goenawan, F., & Monica, V. (2020). Jenius vs Digibank: Analisis Isi Proses Komunikasi Pemasaran Instagram Digital Banking di Indonesia. Jurnal E-Komunikasi. http://publication.petra.ac.id/index.php/ilmu-komunikasi/article/view/11067

Khasanah, I. (2013). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mie Instan Sedaap Di Semarang. Jurnal Dinamika Manajemen, 4(1), 1–1. https://doi.org/10.15294/jdm.v4i1.2427

Kholisoh, N., Andika, D., & Buana, U. M. (2021). Short Film Advertising Creative Strategy In Postmodern Era Within Software. Bricolage : Jurnal Magister Ilmu Komunikasi, 7(1), 41–58.

Kurnianingsih, W., & Sugiyanto. (2019). Pengaruh Kualitas Produk Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Pt. Nestle Indonesia. Prosiding Seminar Nasional HUMANIS, 1(1), 510–524.

Kurniawati, D., & Yusuf, N. H. (2019). Strategi Komunikasi Pemasaran Fajr Management di Media Sosial Dalam Membentuk Brand Image Pada Masyarakat Kota Medan. KomunikA: Jurnal Ilmu Komunikasi, 15(2), 35–38.

Lampe, I., Alatas, R., Orynka, N., Bayu, G., Saputra, R., Tadulako, U., & Tadulako, U. (2021). Local Online Courier and Ride-Hailing Service Social Media Marketing. Komunikator, 13(1).

Lukman, M. D. (2014). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Produk Teh Botol Sosro Kemasan Kotak. Jurnal Administrasi Bisnis, 10(1), 64–81. https://doi.org/10.26593/jab.v10i1.1222.

Marta, R. F., Fernando, J., & Kurniawati, L. S. M. W. (2020). Tinjauan Peran Komunikasi Keluarga Pada Kinerja Public Relations Melalui Konten Laman Resmi Media Daring Kpppa. Jurnal Komunikasi Pembangunan, 18(01), 30–42. https://doi.org/10.46937/18202028620

Muntadliroh, M. (2016). Destination Branding Kota Jember Pada Pemberitaan Jember Fashion Carnaval 2016 di Media Online. Jurnal Penelitian Komunikasi, 19(2), 123–136. https://doi.org/10.20422/jpk.v19i2.120

Oktavania, W. P. (2019). Pengaruh Pemasaran Langsung dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream Di Tokopedia. Expose: Jurnal Ilmu Komunikasi, 2(1), 27. https://doi.org/10.33021/exp.v2i1.543

Pieniak, Z., Verbeke, W., Vanhonacker, F., Guerrero, L., & Hersleth, M. (2009). Association between traditional food consumption and motives for food choice in six European countries, Appetite. Https://Doi.Org/10.1016/j.Appet.2009.05.019, 53(1), 101–108.

Pradipta, D., Hidayat, K., & Sunarti, S. (2016). PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Konsumen Pembeli Dan Pengguna Kartu Perdana SimPATI Telkomsel Di Lingkungan Mahasiswa Jurusan Administrasi Bisnis Angkatan 2012 & 2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 34(1), 138–147.

Pramezwary, A., Juliana, J., Winata, J., Tanesha, R., & Armando, T. (2021). Brand Trust dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. Jurnal Perspektif, 19(1), 24–31. https://doi.org/10.31294/jp.v19i1.9376

Purwaning Tyas, A. S. (2017). Identifikasi Kuliner Lokal Indonesia dalam Pembelajaran Bahasa Inggris. Jurnal Pariwisata Terapan, 1(2), 38. https://doi.org/10.22146/jpt.24970

Rahmah, K., Sumarwan, U., & Najib, M. (2018). The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor. Journal of Consumer Sciences, 3(2), 01. https://doi.org/10.29244/jcs.3.2.01-15

Sholihin, A. (2016). Strategi Marketing Communications Pt . Pelni Cabang Surabaya Dalam Membangun Brand Awareness Melalui Event Tour Let ’ S Go To. 15, 1–10.

Tania, S. (2020). Mediated relationship: menakar hubungan organisasi-publik dalam akun Instagram resmi perusahaan telekomunikasi. PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat, 5(1), 121. https://doi.org/10.24198/prh.v5i1.24703

Tawas, H., & Pandensolang, J. (2015). Pengaruh Diferensiasi, Kualitas Produk Dan Ekuitas Merek Terhadap Keputusan Pembelian Coca-Cola Pada Pt. Bangun Wenang Beverges Company Di Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(3), 1113–1124.

Wahyudi, S. (2020). Media Baru dan Demokratisasi di Indonesia. Prosiding Seminar Dan Konferensi Nasional Ilmu Komunikasi, 1964, 137–146.

Wariki, G., Mananeke, L., & Tawas, H. (2015). Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 1073–1085. https://doi.org/10.35794/emba.v3i2.9286

Downloads

Published

2022-05-30

Issue

Vol. 14 No. 1 (2022)

Section

Articles

License

Copyright

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Komunikator as publisher of the journal. Copyright encompasses rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms, and any other similar reproductions, as well as translations.

Authors should sign Copyright Transfer Agreement when they have approved the final proofs sent by Komunikator prior the publication. Komunikator strive to ensure that no errors occur in the articles that have been published, both data errors and statements in the article.

Komunikator keep the rights to articles that have been published. Authors are allowed to use their works for any purposes deemed necessary without written permission from Komunikator with an acknowledgement of initial publication in this journal.

License

All articles published in Komunikator are licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA) license. You are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms. Under the following terms:
  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.