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All Journal Jobmark: Journal of Branding and Marketing Communication
Paramitha, Ni Ajeng Riandia
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jobmark: Journal of Branding and Marketing Communication

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Tokopedia and Komunikasi Berasa: The Case of ‘Filosofi Pete’ Campaign Saroso, Dhea Andita Sari; Paramitha, Ni Ajeng Riandia; Putra, Denny Suwarso; Matahari, Frisky Freny; Fudholi, Ata; Senjatiana, Ferdy; Hadinugroho, Farid
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.371

Abstract

Komunikasi Berasa (experientially-meaningful communication) is communication that synergizes messages and experiences with messages by creating a supportive atmosphere that creates deep meaning and impressions. This article analyzes Tokopedia's TVC advertising campaign version of "Pete's Philosophy" from the perspective of Komunikasi Berasa's theory with six dimensions: sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This advertisement is significant because it represents human insights closely related to consumers' problems, instincts, and daily lives, so the messages conveyed are relevant and authentic. This study's results inspire brands to create meaningful campaign messages as an effective way to steal audiences' hearts.
Co-Authors Fudholi, Ata Hadinugroho, Farid Matahari, Frisky Freny Putra, Denny Suwarso Saroso, Dhea Andita Sari Senjatiana, Ferdy