[ABSTRAK
Perkembangan konsumen dengan gaya hidup pro lingkungan semakinmeningkat di dunia, khususnya di Indonesia. Banyak perusahaan dan organisasimemanfaatkan hal tersebut dengan menerapkan corporate social marketing(CSM) untuk mengubah perilaku konsumennya. Seperti yang telah dilakukan olehThe Coca Cola Company dalam program ?Break the Bottle? pada produk Ades.Penelitian ini dilakukan untuk melihat bagaimana pengaruh penggunaan stimulasisensori dalam suatu program sosial terkait dengan branding behavior yangditerapkan. Data diperoleh dengan melakukan eksperimen dan surveymenggunakan kuesioner. Hasil penelitian ini menemukan bahwa denganmemberikan stimulasi sensori tinggi dengan meremukkan botol plastikmenggunakan tangan akan berpengaruh signfikan terhadap penerimaan pesanmelalui penerapan branding behavior. Namun hal tersebut hanya akanberpengaruh pada konsumen yang pro lingkungan. Oleh karena itu, hasilpenelitian ini menyarankan perusahaan perlu menekankan pelaksanaan programsosial pada penyampaian inti dari pesan sosialnya. Selain itu, perusahaan jugasebaiknya menyediakan informasi dan fasilitas yang mendukung kemudahanaudiens untuk melakukan perilaku agar dapat meningkatkan keterlibatan danpartisipasi audiens sesuai dengan tujuan program sosial.
ABSTRACT
Pro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. 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 theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. 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 theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. 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 theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs., Pro-environmental consumer’s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. 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 theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.] |
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