Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant's Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant's Instagram account as a social construction of technology form goes through negotiation of Instagram's users and business owner to reciprocally share information, Instagram's features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user's habit to upload their food on Instagram and it's been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram's functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.
<p>ABSTRACT<br />Globalization encourages foreign brands to come to Indonesia, one of them is Keds as a sneakers shoe brand. One of the problems that Keds faces when it comes to Indonesia is the perception about Keds as a type of shoes even though actually it is a brand of shoes. Therefore, Keds held a “Ladies First Since 1916” Campaign not only to celebrate their 100th anniversary, but also to create awareness about Keds as the first sneakers brand for ladies since 1916 and to deliver their persuasive messages through promotion activites in the campaign. The aim of this research is to find out Keds customer buying decision process based on social judgement theory, where the customer will interpret the persuasive messages about the promotion activities in the campaign and also to find out the stages of customer decision buying process. The research method that was used is qualitative descriptive method through indepth interview with Keds customers. The result shows that the interpretation of the messages through attiudes/cognitive and beliefs/mental ego involvement is in latitude of acceptance that leads in assimilation effect and it seen in evaluation of alternatives stage in the buying decision process by Keds customer.<br /><strong>Keywords:</strong> buying process, beliefs, attitudes, persuasive</p><p><br />ABSTRAK<br />Globalisasi mendorong brand asing masuk ke Indonesia, salah satunya adalah Keds sebagai sebuah brand sepatu sneakers. Persoalan yang dialami Keds ketika awal masuk ke Indonesia adalah persepsi bahwa Keds merupakan jenis sepatu, padahal Keds merupakan brand sebuah sepatu. Oleh karena itu, Keds mengadakan Campaign “Ladies First Since 1916” selain untuk merayakan ulang tahun Keds yang berusia 100 tahun, juga untuk memperkenalkan kembali kepada masyarakat bahwa Keds merupakan brand sneakers wanita pertama asal Amerika sejak 1916 serta melakukan penyampaian pesan persuasif melalui berbagai kegiatan promosi dalam campaign tersebut. Penelitian ini dilakukan untuk melihat proses pengambilan keputusan pembelian customer Keds dalam Campaign “Ladies First Since 1916” berdasarkan Social Judgement Theory, bagaimana customer akan memaknai pesan persuasif dalam campaign tersebut yang selanjutnya akan dilihat tahap-tahap dalam pengambilan keputusan pembelian yang dilalui oleh customer. Penelitian dilakukan dengan metode kualitatif deskriptif melalui wawancara mendalam kepada customer Keds. Hasil penelitian menunjukkan bahwa pemaknaan pesan berdasarkan ego involvement kognitif dan mental berada pada latitude of acceptance yang mengarah pada efek asimilasi dan terlihat pada tahap evaluasi alternatif dalam berbagai tahap pengambilan keputusan pembelian yang dilalui customer Keds.<br /><strong>Kata kunci:</strong> keputusan pembelian, mental,sikap, persuasi</p>
Information and communication technology innovations encourage mass media business by giant media ruler groups present the phenomenon of media conglomeration with various opportunities and impacts. The objective of this community service, organized by Bunda Mulia University in collaboration with Tarakanita 2 High School, through the implementation of a media study class entitled “Media Conglomerate” for 18 students in grades 10, 11, and 12 from across the majors to show the media conglomeration phenomenon and introducing media conglomerates in Indonesia. Activities were held online through Google Meet using interaction, case studies method, and sharing video material presentations to strengthen participants’ understanding of related topics. The participants stated that this activity was profoundly educative, objective, accountable, and transparent so that the material presented was able to increase knowledge and prepare their social skills in the mass communication industry. Media literacy skills are needed, especially for high school students, as the nation’s future generation to be able to see, accept, and understand the content of mass media products wisely. Participants can sort out news objectively because they understand the subjectivity of the mass media, so they are not easily influenced and ensure that the information received is to avoid provocation, conflict, and misinformation.
Globalization encourages foreign brands to come to Indonesia, one of them is Keds as a sneakers shoe brand. One of the problems that Keds faces when it comes to ABSTRAKGlobalisasi mendorong brand asing masuk ke Indonesia, salah satunya adalah Keds sebagai sebuah brand sepatu sneakers. Persoalan yang dialami Keds ketika awal masuk ke Indonesia adalah persepsi bahwa Keds merupakan jenis sepatu, padahal Keds merupakan brand sebuah sepatu. Oleh karena itu, Keds mengadakan Campaign "Ladies First Since 1916" selain untuk merayakan ulang tahun Keds yang berusia 100 tahun, juga untuk memperkenalkan kembali kepada masyarakat bahwa Keds merupakan brand sneakers wanita pertama asal Amerika sejak 1916 serta melakukan penyampaian pesan persuasif melalui berbagai kegiatan promosi dalam campaign tersebut. Penelitian ini dilakukan untuk melihat proses pengambilan keputusan pembelian customer Keds dalam Campaign "Ladies First Since 1916" berdasarkan Social Judgement Theory, bagaimana customer akan memaknai pesan persuasif dalam campaign tersebut yang selanjutnya akan dilihat tahap-tahap dalam pengambilan keputusan pembelian yang dilalui oleh customer. Penelitian dilakukan dengan metode kualitatif deskriptif melalui wawancara mendalam kepada customer Keds. Hasil penelitian menunjukkan bahwa pemaknaan pesan berdasarkan ego involvement kognitif dan mental berada pada latitude of acceptance yang mengarah pada efek asimilasi dan terlihat pada tahap evaluasi alternatif dalam berbagai tahap pengambilan keputusan pembelian yang dilalui customer Keds.
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