KONTROVERSI KAMPANYE “THE JACKET” ZARA: PENGARUH TERPAAN KAMPANYE TERHADAP KEPUTUSAN PEMBELIAN PADA PENGIKUT INSTAGRAM @ZARA DI INDONESIA

ARISETA, TRIYOGA (2024) KONTROVERSI KAMPANYE “THE JACKET” ZARA: PENGARUH TERPAAN KAMPANYE TERHADAP KEPUTUSAN PEMBELIAN PADA PENGIKUT INSTAGRAM @ZARA DI INDONESIA. Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

Industri fashion saat ini mengalami perkembangan yang pesat, dengan strategi
pemasaran yang inovatif menjadi kunci utama untuk menarik minat konsumen.
Zara, salah satu brand fashion ternama, telah meluncurkan kampanye “The Jacket”
di Instagramnya yang sempat menuai kontroversi di media sosial yang dikaitkan
dengan visualisasi korban perang Israel-Hamas. Penelitian ini tujuannya untuk
mengetahui seberapa besar dampak terpaan brand campaign Zara “The Jacket”
terhadap keputusan pembelian pengikut Instagram @Zara di Indonesia. Penelitian
ini memakai metode kuantitatif dengan survei online kepada 100 pengikut
Instagram @Zara di Indonesia. Teori yang diterapkan pada penelitian ini yaitu teori
Elaboration Likelihood Model. Hasil penelitian membuktikan bahwa terpaan
kampanye “The Jacket” punya pengaruh negatif dan signifikan pada keputusan
pembelian pengikut Instagram @Zara di Indonesia. Pengukuran memakai Uji T
dengan nilai t hitung -2,250 < dari t tabel 1,985. Uji koefisien determinasi
didapatkan nilai adjusted R square sebesar 0,836 atau 83,6%. Temuan penelitian ini
menunjukkan bahwa kontroversi yang terkait dengan kampanye “The Jacket” Zara
memiliki efek negatif terhadap keputusan pembelian pengikut Instagramnya di
Indonesia. Hal ini menunjukkan bahwa strategi kreatif iklan harus memahami target
audiens dan isu-isu sosial untuk menghindari reaksi negatif dari konsumen.
Kata Kunci: Terpaan, Brand Campaign, Keputusan Pembelian, Instagram, Zara,
Indonesia.
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ABSTRACT
The fashion industry is currently experiencing rapid growth, with innovative
marketing strategies being the key to attracting consumer interest. Zara, a well-
known fashion brand, launched its “The Jacket” campaign on Instagram, which
sparked controversy on social media due to its association with the visualization of
victims of the Israel-Hamas war. This study aims to determine the extent to which
exposure to Zara's “The Jacket” brand campaign on Instagram influences the
purchase decisions of @Zara Instagram followers in Indonesia. This study uses a
quantitative method with an online survey of 100 @Zara Instagram followers in
Indonesia. The theory applied in this study is the Elaboration Likelihood Model.
The results of the study show that exposure to the “The Jacket” campaign has a
negative and significant effect on the purchase decisions of @Zara Instagram
followers in Indonesia. The measurement used the T-Test with a calculated t value
of -2.250 < than the table t of 1.985. The coefficient of determination test obtained
an adjusted R square value of 0.836 or 83.6%. The findings of this study indicate
that the controversy surrounding Zara's "The Jacket" campaign has a negative
impact on the purchasing decisions of its Instagram followers in Indonesia. This
suggests that creative advertising strategies must take into account the target
audience and social issues to avoid negative consumer reactions.
Keywords: Exposure, Brand Campaign, Purchase Decision, Instagram, Zara,
Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Terpaan, Brand Campaign, Keputusan Pembelian, Instagram, Zara, Indonesia
Subjects:	H Social Sciences > HB Economic Theory
Depositing User:	A.Md.SI Indah Lestari Wulan Aji
Date Deposited:	19 Jun 2024 04:48
Last Modified:	19 Jun 2024 04:48
URI:	http://eprints.upnyk.ac.id/id/eprint/39787

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