The Effect of Empathy-Based Marketing on Brand Engagement (A Survey of Netflix Indonesia Empathy-Based Marketing Communication through #HallyuBarengNetflix Campaign on Instagram @NetflixID from March to May 2022)

KHOIRUNNISA AZZAHRA, Syaifa Tania, S.I.P., M.A.

2022 | Skripsi | S1 ILMU KOMUNIKASI

Netflix Indonesia percaya bahwa tingginya popularitas K-drama dan dampaknya terhadap audiens Indonesia menjadi potensi untuk membedakan komunikasi pemasaran Netflix dibandingkan kompetitornya. Melalui kampanye #HallyuBarengNetflix, Netflix Indonesia menerapkan empathy-based marketing communication dalam menyalurkan pikiran dan perasaan penonton K-drama untuk meningkatkan eksistensi media sosialnya di Instagram. Penelitian ini menganalisis pengaruh empathy-based marketing terhadap brand engagement, yang dimediasi oleh brand involvement. Dalam penelitian kuantitatif dengan survei online, peneliti mengumpulkan jawaban dari 438 responden yang terpapar unggahan media sosial Netflix Indonesia dan tertarik untuk berlangganan Netflix. Lantas, hasil menunjukkan 54,2% pengaruh empathy-based marketing communication pada brand engagement yang dimediasi oleh brand involvement. Meskipun brand involvement terbukti memediasi hubungan tersebut secara signifikan, empathy-based marketing communication memiliki dampak yang lebih dominan dibanding brand involvement. Hal tersebut membuktikan efektivitas empathy-based marketing sebagai kerangka komunikasi pemasaran yang dapat meningkatkan kinerja pemasaran bagi Netflix Indonesia.

Netflix Indonesia believes the expanding popularity of K-dramas and its effect on Indonesian audiences is the potential insight to differentiate Netflix�s marketing communication from other SVoD companies. Through its campaign #HallyuBarengNetflix, Netflix Indonesia employs empathy-based marketing communication in channeling its K-drama viewers� thoughts and feelings in increasing its social media presence on Instagram. This research then investigates the effect of empathy-based marketing on brand engagement mediated by brand involvement. In conducting quantitative research using an online survey, the researcher collected answers from 438 respondents who were exposed to Netflix Indonesia�s social media posts and were interested in subscribing to Netflix. Consequently, the results indicate a 54.2% effect of empathy-based marketing communication on brand engagement mediated by brand involvement. Although brand involvement is proven to significantly mediate empathy-based marketing toward brand engagement, empathy-based marketing communication establishes a more dominant impact in influencing brand engagement than brand involvement. It proves the effectiveness of empathy-based marketing as a marketing communication framework in improving marketing performance on Netflix Indonesia.

Kata Kunci : Empathy-Based Marketing Communication, Brand Engagement, Brand Involvement, Netflix Indonesia, and K-Drama