"[
ABSTRAKPerkembangan konsumen dengan gaya hidup pro lingkungan semakin
meningkat di dunia, khususnya di Indonesia. Banyak perusahaan dan organisasi
memanfaatkan hal tersebut dengan menerapkan corporate social marketing
(CSM) untuk mengubah perilaku konsumennya. Seperti yang telah dilakukan oleh
The Coca Cola Company dalam program ?Break the Bottle? pada produk Ades.
Penelitian ini dilakukan untuk melihat bagaimana pengaruh penggunaan stimulasi
sensori dalam suatu program sosial terkait dengan branding behavior yang
diterapkan. Data diperoleh dengan melakukan eksperimen dan survey
menggunakan kuesioner. Hasil penelitian ini menemukan bahwa dengan
memberikan stimulasi sensori tinggi dengan meremukkan botol plastik
menggunakan tangan akan berpengaruh signfikan terhadap penerimaan pesan
melalui penerapan branding behavior. Namun hal tersebut hanya akan
berpengaruh pada konsumen yang pro lingkungan. Oleh karena itu, hasil
penelitian ini menyarankan perusahaan perlu menekankan pelaksanaan program
sosial pada penyampaian inti dari pesan sosialnya. Selain itu, perusahaan juga
sebaiknya menyediakan informasi dan fasilitas yang mendukung kemudahan
audiens untuk melakukan perilaku agar dapat meningkatkan keterlibatan dan
partisipasi audiens sesuai dengan tujuan program sosial.
ABSTRACTPro-environmental consumer?s lifestyle is increasing all over the world,
particularly in Indonesia. Many companies and organizations take advantage of
this by applying corporate social marketing (CSM) to change their consumer
behavior. As performed by The Coca Cola Company within its program entitled
?Break the Bottle? for Ades. This study was conducted to see how it affects the
use of sensory stimulation within a social program related to branding behavior
activity applied. Data was obtained by performing experimental research and
surveys using questionnaires. The results of this study found that high sensory
stimulation will have a significant influence on the acceptance of branding
message through the implementation of branding behavior. However, it will only
affect the pro-environmental consumer. Threfore, results of this study suggest that
companies need to emphasize the implementation of social programs in the
delivery of the core of the social message. In addition, the company should also
provide information and facilitate the audience to perform the behavior in order
to increase the involvement and participation of the audience according by
objectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,
particularly in Indonesia. Many companies and organizations take advantage of
this by applying corporate social marketing (CSM) to change their consumer
behavior. As performed by The Coca Cola Company within its program entitled
?Break the Bottle? for Ades. This study was conducted to see how it affects the
use of sensory stimulation within a social program related to branding behavior
activity applied. Data was obtained by performing experimental research and
surveys using questionnaires. The results of this study found that high sensory
stimulation will have a significant influence on the acceptance of branding
message through the implementation of branding behavior. However, it will only
affect the pro-environmental consumer. Threfore, results of this study suggest that
companies need to emphasize the implementation of social programs in the
delivery of the core of the social message. In addition, the company should also
provide information and facilitate the audience to perform the behavior in order
to increase the involvement and participation of the audience according by
objectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,
particularly in Indonesia. Many companies and organizations take advantage of
this by applying corporate social marketing (CSM) to change their consumer
behavior. As performed by The Coca Cola Company within its program entitled
?Break the Bottle? for Ades. This study was conducted to see how it affects the
use of sensory stimulation within a social program related to branding behavior
activity applied. Data was obtained by performing experimental research and
surveys using questionnaires. The results of this study found that high sensory
stimulation will have a significant influence on the acceptance of branding
message through the implementation of branding behavior. However, it will only
affect the pro-environmental consumer. Threfore, results of this study suggest that
companies need to emphasize the implementation of social programs in the
delivery of the core of the social message. In addition, the company should also
provide information and facilitate the audience to perform the behavior in order
to increase the involvement and participation of the audience according by
objectives of social programs., Pro-environmental consumer’s lifestyle is increasing all over the world,
particularly in Indonesia. Many companies and organizations take advantage of
this by applying corporate social marketing (CSM) to change their consumer
behavior. As performed by The Coca Cola Company within its program entitled
“Break the Bottle” for Ades. This study was conducted to see how it affects the
use of sensory stimulation within a social program related to branding behavior
activity applied. Data was obtained by performing experimental research and
surveys using questionnaires. The results of this study found that high sensory
stimulation will have a significant influence on the acceptance of branding
message through the implementation of branding behavior. However, it will only
affect the pro-environmental consumer. Threfore, results of this study suggest that
companies need to emphasize the implementation of social programs in the
delivery of the core of the social message. In addition, the company should also
provide information and facilitate the audience to perform the behavior in order
to increase the involvement and participation of the audience according by
objectives of social programs.]"
