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Aplikasi Teori Osgood untuk Evaluasi Pemaknaan Internal Strategi Komunikasi Pemasaran Co-branding
Abstract
Penelitian ini bertujuan untuk menerapkan teori makna semantik (Semantic Meaning) dan skala diferensial semantik (Semantic Differential Scale) dari Osgood untuk mengevaluasi produk co-branding, sebagai strategi komunikasi pemasaran. Hipotesis pertama yang dirumuskan adalah produk co-brand memiliki makna yang berbeda dari konsumen potensial walaupun produk tersebut identik. Hipotesis kedua adalah merek induk mendapatkan makna yang lebih positif - evaluasi, aktivitas, potensi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei terhadap 111 mahasiswa, hipotesis penelitian telah dibuktikan. Temuan ini juga mengonfirmasi beberapa faktor yang menentukan efektivitas strategi co-branding, seperti persepsi responden, merek induk, perusahaan atau ekuitas merek, dan kemampuan perusahaan untuk memenuhi produk dengan kebutuhan konsumen. Penelitian memberikan kontribusi untuk mengembangkan studi komunikasi pemasaran di Indonesia, khususnya subjek co-branding. Sangat sedikit penelitian empiris kuantitatif dari para akademisi di bidang ini meskipun co-branding telah digunakan sebagai stimulus eksternal kepada konsumen dalam komunikasi pemasaran.
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DOI: https://doi.org/10.31315/jik.v17i2.2855
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