Pengaruh Bauran Komunikasi Pemasaran dan e-WOM terhadap Brand Equity Produk Es Krim Aice

Abstract

The growth of the ice cream industry in Indonesia is experiencing rapid progress since the last four years. Aice as a new producer in the Indonesian ice cream industry began to circulate in Indonesia since 2015. A number of certificates and awards obtained by Aice show that Aice is able to catch up and even surpass other brands that have long been circulating in the community. The purpose of this study was to determine the effect of marketing communication mix and e-WOM on brand equity of Aice ice cream products. The method used is a qualitative method that is explanatory with positivistic paradigm. The theory used is Elaboration Likehood Theory (ELT). This theory is used to see how the persuasion message delivered by Aice can have an impact on the brand equity of Aice ice cream products. Is the message more influential that requires information processing through a central route or peripheral route. Researchers took a sample of 100 respondents who are Instagram @aiceindonesia followers who are also consumers of Aice ice cream. Sampling is done by convenience sampling technique, where researchers collect information from members of the population who are happy to provide it. This study found that advertising, sales promotion, public relations and publications, personal selling, and direct marketing are partially only sales promotions and personal sales that have an influence on the brand equity of Aice ice cream products. However, individually it was found that all of the marketing communication mix had an influence on the brand equity of Aice ice cream products. The influence of sales promotion variable by 34.6% is the highest on brand equity of Aice ice cream products. Advertising, sales promotions, public relations and publications, personal sales, direct marketing, and e-WOM are only partially sales promotions and personal sales that have an influence on the brand equity of Aice ice cream products. However, individually the results show that all of these variables have an influence on the brand equity of Aice ice cream products. The influence of sales promotion variable by 34.6% is the highest on brand equity of Aice ice cream products. This study produces an interesting finding, that each variable has an influence on the brand equity of Aice ice cream products. But partially only two variables that give influence, namely sales promotion and personal sales. From the research findings, based on Elaboration Likehood Theory, it can be seen that Aice consumers use more peripheral routes in processing the persuasive messages they get.