Abstract
The purpose of this study is to analyze the marketing communications that have been carried out by PT ABA through social media to raise awareness of the Ladang Lima brand. The object of this research is Ladang Lima Instagram, with the sample being Ladang Lima Instagram followers. The research method used is descryptive quantitative with the Customer Response Index (CRI). The result of this research is the marketing communication carried out by the company through social media Instagram has been effective in growing brand awareness, with a CRI value of 43.25%, this is also supported through analysis of brand awareness at the top of the mind level, the first healthy food brand mentioned by the respondent with the most answers was Ladang Lima. PT ABA lost the most consumer responses in the intention to action stage on the CRI hierarchy of 20.67%, meaning that after seeing marketing communications through Ladang Lima's Instagram, many respondents had the intention to buy Ladang Lima products, but did not actually take the purchase action.
Highlights
Perusahaan jika ingin memenangi persaingan dalam suatu pasar serta selalu menginginkan agar dapat mempertahankan posisinya terutama ditengah derasnya arus perdagangan bebas, harus mempunyai strategi pemasaran yang tepat dan akurat
by the company through social media Instagram has been effective in growing brand awareness
this is also supported through analysis of brand awareness
Summary
Hirarki Customer Response Index memiliki beberapa respon konsumen, kelima respon tersebut saling berhubungan dan membentuk sebuah tingkatan, sehingga dapat dikatakan bahwa audiens dalam merespon suatu iklan adalah dengan melewati tingkat demi tingkat yang dimulai dari awareness (kesadaran) sebagai respon tingkat dasar (Ernestivita, 2016). Customer Response Index menghasilkan persentase komunikasi pemasaran dari berbagai tingkat respon, setelah mendapatkan presentase aware sampai action dan unaware sampai no action, dilakukan perhitungan menggunakan meode CRI untuk mendapatkan nilai akhir Customer Response Index (Mutiara & Hanifa, 2018). Rumus untuk memasukkan presentase atau data yang telah didapat ke dalam bagan hirarki Customer Response Index, yaitu (Durianto, 2003): Rumus pada tahap action merupakan nilai dari Customer Response Index secara keseluruhan atau bisa disebut sebagai presentase terakhir yang memperlihatkan berapa persen responden yang telah melalui tahapan awareness hingga action, sehingga menggambarkan keefektivan komunikasi pemasaran. Data yang telah terkumpul dianalisis menggunakan perhitungan Customer Response Index untuk mendapatkan nilai efektivitas komunikasi pemasaran melalui media sosial yang telah dilakukan perusahaan, berikut hasil pengolahan data dipaparkan pada gambar 2
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