ANALISIS STIMULUS-ORGANISM-RESPONSE MODEL PADA “DOVE CAMPAIGN FOR REAL BEAUTY” 2004 – 2017
Keywords:
Stimulus-organism-response model, persepsi, efektivitas kampanyeAbstract
Stimulus-organism-response model (SOR) dalam pemasaran adalah suatu model yang menjelaskan
bagaimana suatu rangsangan (stimulus) ditangkap oleh panca indera konsumen (organism), dan
kemudian dipersepsikan, sehingga menghasilkan respon (response). Tujuan penelitian ini adalah
untuk menganalisis efektivitas suatu rangsangan agar menghasilkan respon yang diinginkan oleh
pemasar, dan memahami bagaimana penerapan SOR model dalam pemasaran. Objek yang diteliti
dalam penelitian ini adalah kampanye kecantikan yang dibuat oleh Dove, suatu merek yang
menjual produk personal care. Penelitian ini merupakan penelitian terapan yang berjenis
evaluation research, dimana di dalam penelitian ini efektivitas kampanye Dove dipelajari. Metode
penelitian yang digunakan dalam penelitian ini adalah metode kualitatif dengan pendekatan
interpretivis. Pada hasil penelitian ini, diungkapkan bahwa kampanye Dove yang dilakukan selama
10 tahun efektif untuk mencapai tujuan pemasar. Namun, tidak demikian dengan kampanye yang
dibuat pada tahun 2017.
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