RELASI INTERNET DAN MEDIA SOSIAL DALAM PEMBENTUKAN BRAND AWARENESS, IMAGE DAN EXPERIENCE PRODUK ASING
Journal Title: INFORMASI - Year 2016, Vol 46, Issue 1
Abstract
The effect of globalization on communication process appears especially in digital media which made communication exchange faster. Cultural process also create homogenization of product choice, when global brand looks more familiar than local brand. Internet and social media give an opportunity for consumer to access the product information and interact with them. Interactivity as part of digital media offers unlimited access and the power of word of mouth in terms of internet and social media. In the end, it will affect the brand awareness, image and attitude about product, especially in Generation Y who are close with media digitalization itself as part of their life. Abstrak Kemunculan globalisasi mempengaruhi proses komunikasi terutama dengan adanya media digital yang semakin mempercepat pertukaran informasi. Hal ini kemudian mempengaruhi proses kebudayaan, termasuk diantaranya mendorong homogenisasi dalam pemilihan produk, saat brand global menjadi lebih familiar dibandingkan dengan produk lokal. Internet dan media sosial muncul dan memberikan kesempatan pada konsumen untuk mengakses informasi sekaligus berinteraksi dengan produk. Interaktivitas merupakan sebuah hal baru yang ditawarkan oleh media digital. Internet dengan akses informasi yang tanpa batas dan media sosial dengan kekuatan word of mouth yang mempengaruhi pembentukan kesadaran, persepsi dan pembelian sebuah produk terutama di kalangan Generasi Y yang memiliki kedekatan dengan dunia digital.
Authors and Affiliations
Ina Nur Ratriyana
Keywords
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- EP ID EP223976
- DOI 10.21831/informasi.v46i1.9654
- Views 117
- Downloads 0
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