"[
ABSTRAKDalam perkembangannya, industri kini menjadi semakin dinamis dan kompetitif. Hal ini menuntut sebuah merek
untuk semakin kreatif dalam merancang strategi yang tepat kepada konsumennya untuk berlomba menciptakan
daya tarik dan minat khalayak terhadap suatu merek tersebut. Keterlibatan konsumen yang kuat kemudian
menjadi unsur yang ingin dicapai dari sebuah merek demi memenangkan hati konsumen di antara merek-merek
lain. Pemahaman akan konsumen dapat dianalisis menurut subkultur umur yang antara lain terbagi ke dalam
generasi X dan Y. Makalah ini meneliti keterlibatan konsumen yang terbangun dalam kampanye perayaan 100
tahun Oreo dikaitkan dengan karakter generasi X dan Y. Melalui penelitian kualitatif dengan metode penelitian
studi kasus, makalah ini ingin membuktikan bagaimana pemahaman akan konsumen dilihat dari kategori
umurnya, dapat menghasilkan strategi komunikasi yang tepat dan menciptakan keterlibatan konsumen yang kuat
dengan sebuah merek.
ABSTRACTNowadays, industries are acting dynamically and competitively as their development. This is the reason, thatbrands are competing against each other when it comes to creativity, and planning the right strategy thateventually create public awareness and interests for the brand itself. Customer engagement is the key factor fora brand to win the hearts of consumer among other brands. Understanding the consumer behavior can beanalyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about aresearch of customer engagement that applied on the Oreo 100th year anniversary that is associated with Xgeneration and Y generation. By doing a qualitative research with study case method on the research, this paperwants to prove how understanding consumer based on their age, can create an effective communicationstrategies and strong involvement between consumer and brands.;Nowadays, industries are acting dynamically and competitively as their development. This is the reason, thatbrands are competing against each other when it comes to creativity, and planning the right strategy thateventually create public awareness and interests for the brand itself. Customer engagement is the key factor fora brand to win the hearts of consumer among other brands. Understanding the consumer behavior can beanalyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about aresearch of customer engagement that applied on the Oreo 100th year anniversary that is associated with Xgeneration and Y generation. By doing a qualitative research with study case method on the research, this paperwants to prove how understanding consumer based on their age, can create an effective communicationstrategies and strong involvement between consumer and brands.;Nowadays, industries are acting dynamically and competitively as their development. This is the reason, thatbrands are competing against each other when it comes to creativity, and planning the right strategy thateventually create public awareness and interests for the brand itself. Customer engagement is the key factor fora brand to win the hearts of consumer among other brands. Understanding the consumer behavior can beanalyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about aresearch of customer engagement that applied on the Oreo 100th year anniversary that is associated with Xgeneration and Y generation. By doing a qualitative research with study case method on the research, this paperwants to prove how understanding consumer based on their age, can create an effective communicationstrategies and strong involvement between consumer and brands., Nowadays, industries are acting dynamically and competitively as their development. This is the reason, thatbrands are competing against each other when it comes to creativity, and planning the right strategy thateventually create public awareness and interests for the brand itself. Customer engagement is the key factor fora brand to win the hearts of consumer among other brands. Understanding the consumer behavior can beanalyze by doing an age sub-culture that are divided by X generation and Y generation. This paper is about aresearch of customer engagement that applied on the Oreo 100th year anniversary that is associated with Xgeneration and Y generation. By doing a qualitative research with study case method on the research, this paperwants to prove how understanding consumer based on their age, can create an effective communicationstrategies and strong involvement between consumer and brands.]"
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
