Pengaruh efektivitas kampanye "pesanlah dari McDonald's" terhadap citra merek Burger King = Effectiveness campaign of "pesanlah dari McDonald's" toward to Burger King's brand image

Makikama, Steafany (2021) Pengaruh efektivitas kampanye "pesanlah dari McDonald's" terhadap citra merek Burger King = Effectiveness campaign of "pesanlah dari McDonald's" toward to Burger King's brand image. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Mobilitas masyarakat yang cenderung tinggi membuat makanan cepat saji menjadi sebuah tren yang juga merangkap sebagai budaya baru bagi masyarakat Indonesia. Pertumbuhan gerai-gerai makanan cepat saji yang stabil dipatahkan oleh keberadaan virus Covid-19 yang berdampak pada penetapan kebijakan PSBB oleh Gubernur DKI Jakarta. Kebijakan tersebut berdampak pada maraknya penutupan gerai-gerai makanan cepat saji karena pusat perbelanjaan tidak beroperasi seperti biasanya. Melihat hal tersebut, sebagai bentuk dukungan terhadap sektor F&B, Burger King membuat kampanye “Pesanlah Dari McDonald’s” melalui Instagram pribadi mereka. Penelitian ini menggunakan metode kuantitatif eksplanatif dengan tujuan untuk mengukur seberapa besar pengaruh efektivitas kampanye “Pesanlah Dari McDonald’s” terhadap citra merek Burger King. Pengumpulan data dilakukan melalui penyebaran kuesioner online terhadap 100 responden berdasarkan hasil perhitungan rumus Slovin dengan tingkat presisi 10%. Teknik analisis data statistik yang digunakan untuk mengukur pengaruh adalah uji regresi linear. Hasil penelitian menunjukan bahwa efektivitas kampanye memiliki pengaruh sebesar 32,8% terhadap citra merek. Hal tersebut mengkonfirmasi asumsi dari teori Elaboration Likelihood Model. Bagi penelitian selanjutnya diharapkan dapat mengkaji lebih luas terkait faktor-faktor diluar penelitian ini yang dapat mempengaruhi citra merek guna memperluas penelitian yang sudah ada. / The high terency of people’s mobility makes fast food a trend which also doubles as a new culture for Indonesian people. The stable growth of fast good outlets was broken by the presence of Covid-19 virus which had an impact on the stipulation of Social Distancing (PSBB) policy by the Governor of DKI Jakarta. This PSBB policy has a impact on the widespread closure of fast food outlets because shopping center do not operate as usual. Seeing this, as a form of support for F&B sector, Burger King created a digital campaign “Pesanlah Dari McDonald’s” through their personal Instagram. This research uses an explanative quantiative method to with the aim of measuring how much influence the effectiveness campaign “Pesanlah Dari McDonald’s” toward to Burger King’s brand image. Data collection was carried out by distribution of online questionnaires to 100 respondents based on the results of calculation by the Slovin formula with a 10% precision level. Next, the statistical data analysis technique used to measure the effect is simple linear regression test. The results of this research shows that effectiveness of the campaign had an effect of 32.8% on brand image. Which confirmed the assumption of the elaboration likelihood model theory. Future research is expected to be able to examine more broadly related to factors outside this research that can affect brand image in order to expand existing research.

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