Hubungan Terpaan Iklan Indoeskrim “Kisah Legenda Nusantara” , Terpaan Publisitas, dan Terpaan Promosi Penjualan dengan Keputusan Pembelian Indoeskrim

Abstract

Indonesia is a potential market for ice cream products. Until now, Indonesia has only two main players, Walls, which dominates the market with 65 percent, Campina 20-25 percent. The remaining 10 percent, the market share of Indoeskrim, Diamond, and another home-based ice cream. Consumers of ice cream tend to be not loyal, one of the reason is because the ice cream product is a product with low involvement. So that consumers do not think long in shaping the product, therefore innovation of the product is necessary. Based on this, Indoeskrim issued a new type of ice cream and marketed by utilizing advertising, publicity and sales promotion as a marketing communication tool. Thus, this study aims to determine the relationship between Indoeskrim "Kisah Legenda Nusantara" advertising exposure, publicity exposure, and sales promotion exposure with Indoeskrim buying decisions. This research is a quantitative research with explanatory type. This study uses Semarang that has been exposed to advertising exposure, publicity exposure, and Indoeskrim sales promotion exposure. The result of Pearson correlation analysis shows that the exposure of Indoeskrim advertisement "Kisah Legenda Nusantara" with the Indoeskrim buying decision has a very significant relationship 0.000 and the correlation coefficient value of 0.670. While publicity exposure with the Indoeskrim purchase decision also has a significant correlation of 0.000 and the value of correlation coefficient of 0.649. Furthermore, for sales promotion exposure with 0.000 significance and correlation coefficient value of 0.799. With these results, suggested to Indoeskrim to package the tagline in advertising using audiovisuals so that people better remember the product. It can also take advantage of the moment of publicity that has been achieved by bringing more interesting promotional activities and more reviews about the quality of the product. With the expectation of higher product-related publicity and consumers paying attention to the product from the product side itself.