Pengaruh Kampanye di Media Online terhadap Minat Beli Konsumen:(Studi Korelasional tentang Pengaruh Kampanye EXE University di Media Online dalam Menumbuhkan Minat Beli Konsumen terhadap Produk AXE di

Apfit Ekhsani, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT AXE University was one of AXE Indonesia’s marketing strategies in online media. There were two major concepts of AXE University, virtual class sections and exam. By joining the class, participants were being taught how to attempt to persuade woman. AXE University had three lecturers, they were Nadine Alexandra, Zivanna Letisha, and Laras Monca. Three best students attended graduation party along with those three lecturers. By AXE University campaign, AXE Indonesia attempted to increase consumer’s buying interest through brand activation in the online media and to compete with major competitor, Rexona. The analysis of AXE University campaign using stimulus-response theory shows result that primary stimulus of the theory (messages, audio visual, rehearsal) did not work completely while the second stimulus called reinforcement (endorsers, concepts, rewards, products) had influence on consumers buying interest. Consumers' preference on AXE's products is the main cause of the increasing buying interest. In conclusion, AXE University campaign in online media achieved positive response from audience esepcially the users of online media. This campaign also succeeded on combining messages, audio visual, concept, reward and endorsers. Eventough the analysis on AXE University campaign shows positive result, we also suggest AXE Indonesia to develop their advertising strategies and campaigns to compete with the competitors for AXE’s better future. Keywords: AXE Indonesia, AXE University, Online Media, Brand Activation, Stimulus Response, Consumers Buying Interest

Kata Kunci : Komunikasi Pemasaran