Promotion Mix dan Perilaku Konsumen

Summary

This video discusses the impact of the promotion mix on consumer behavior, explaining how elements such as advertising, sales promotion, personal selling, public relations, and direct marketing play vital roles in influencing purchase decisions. Examples from major brands like Coca-Cola, Gojek, Tokopedia, and Shopee illustrate effective use of promotion strategies. The video also touches on concepts like the Hierarchy of Effects and the AIDA model, which explain the stages consumers go through before making a purchase. The key takeaway is that well-executed promotion strategies can significantly shape consumer behavior and brand perception.

Takeaways

• 😀 Promotion Mix is a crucial element in the marketing mix, significantly influencing consumer behavior in purchasing products or services.
• 😀 The five components of Promotion Mix are advertising, sales promotion, personal selling, public relations, and direct marketing, each with distinct roles in influencing consumer actions.
• 😀 Coca-Cola is an example of a successful brand using a well-rounded Promotion Mix, including creative advertising, sales promotions, and personal selling via distributors.
• 😀 Gojek, Indonesia's leading ride-hailing company, excels in promoting its services through creative ad campaigns and attractive discounts, addressing transportation challenges.
• 😀 Tokopedia effectively uses promotions like discounts and cashback during events like Harbolnas, along with influencer marketing through partnerships with celebrities.
• 😀 Shopee's successful promotions include creative ad campaigns, large discounts during events like the Shopee 9.9 Super Shopping Day, and cashback offers.
• 😀 Aqua, a bottled water brand, incorporates advertising on mass media and TV, and social programs that engage consumers in meaningful environmental actions.
• 😀 Consistent and engaging promotional efforts can transform consumers into loyal customers, encouraging more frequent and larger purchases.
• 😀 The Hierarchy of Effects model (by Lavidge and Steiner) describes the stages a consumer goes through before deciding to purchase: awareness, knowledge, liking, preference, conviction, and purchase.
• 😀 The AIDA model (Attention, Interest, Desire, Action) highlights the need for promotions to capture attention, build interest, generate desire, and drive the action of making a purchase.

Q & A

What is the role of promotion mix in influencing consumer behavior?

Promotion mix plays a crucial role in shaping consumer behavior by utilizing various marketing tools such as advertising, sales promotion, personal selling, public relations, and direct marketing. These elements collectively influence consumers' purchasing decisions and perceptions of a brand.

What are the key components of the promotion mix?

The key components of the promotion mix are advertising, sales promotion, personal selling, public relations, and direct marketing. Each element has its own unique characteristics and contributes differently to influencing consumer behavior.

Can you provide an example of a brand successfully using promotion mix?

Coca-Cola is a prime example of a brand effectively using promotion mix. They create creative and engaging advertisements, offer sales promotions such as discounts, and use personal selling through distributors, all of which help influence consumer behavior and drive product purchases.

How does Gojek use promotion mix to influence consumer behavior?

Gojek uses a combination of creative advertising campaigns and attractive promotions, such as discounts, to influence consumer behavior. Their famous 'Pasti Ada Jalan' campaign, which highlights the convenience of their transportation services, has been particularly successful in engaging customers.

What strategies does Tokopedia employ in their promotion mix?

Tokopedia uses a mix of discount promotions, cashback offers, and influencer marketing to attract consumers. They often collaborate with celebrities or public figures to amplify their marketing campaigns and create a greater impact on their target audience.

How does Shopee's promotion mix stand out in the market?

Shopee distinguishes itself with creative advertising campaigns and large-scale promotions, such as their 'Shopee 9.9 Super Shopping Day,' which offers substantial discounts. These efforts contribute to increased consumer engagement and drive more purchases on the platform.

What role does Aqua's promotion mix play in influencing consumer behavior?

Aqua uses its promotion mix effectively by combining advertisements through mass media, particularly TV, with social responsibility programs. Their campaigns, which often focus on environmental impact, resonate with consumers and strengthen their emotional connection with the brand.

How do promotional activities lead to consumer loyalty?

Promotional activities can foster consumer loyalty by offering consistent value through discounts, personalized offers, and engaging marketing campaigns. When consumers feel they are getting more benefits, they are more likely to make repeat purchases and form lasting relationships with the brand.

What is the concept of the 'Hierarchy of Effects' in promotion mix?

The 'Hierarchy of Effects' concept, proposed by Robert Lavidge and Gary Steiner, outlines the stages a consumer goes through when deciding to purchase a product. These stages include awareness, knowledge, liking, preference, conviction, and purchase, with each stage influencing the consumer's decision-making process.

What does the AIDA model suggest about promoting consumer behavior?

The AIDA model, developed by Elmo Lewis, emphasizes the importance of capturing Attention, generating Interest, creating Desire, and prompting Action to successfully influence consumer behavior. Effective promotion must go through these stages to ensure consumer engagement and drive purchasing decisions.