Analisis Daya Tarik Konsumen Terhadap Pesan Promosi (Studi Komparatif Martabak Pecenongan 78 dan Martabak Bangka 88 di Jakarta Barat)
DOI:
https://doi.org/10.55681/sentri.v5i9.7236Keywords:
Marketing Communication, Integrated Marketing Communication (IMC), Consumer Attractiveness, Promotional Message, Martabak Pecenongan 78, Martabak Bangka 88Abstract
This study aims to analyze and describe marketing communication forms from that Intgrated Marketing Communication (IMC) perspective and identify promotional message elements that attract consumer attention and generate interest at Martabak Pecenongan 78 and Martabak Bangka 88 in West Jakarta. A qualitative descriptive analytical approach with a constructivism paradigm and comparative method was employed in this research. Data were gathered though in-depth interviews with business owners, employees, and consumers, alongside observation and documentation. Data analysis followed data condensation, data display, and conclusion drawing, using source and technique triangulation for data validity. The results show that Martabak Pecenongan 78 actively implements a structured digital based IMC strategy using gourmet visual ads on TikTok and Instagram Reels, direct marketing via Online Food Delivery (OFD) apps, aggresive sales promotions (bundling packages and discounts), and call center customer service for complaint handling. Conversely, Martabak Pecenongan 78 is dominated by visual emotional aspects (thick, juicy food displays triggering hunger and FOMO), supported by rational aspects (value for money via bundling promos) and moral aspects (portion consistency and complaint channels). Meanwhile, consumer attractiveness at Martabak Bangka 88 is primarily driven by rational aspects (daily economical pricing, authentic taste heritage since 1996, and soft porous texture), supported by emotional aspects (customer familiarity and interpersonal WOM) and moral aspects (honesty in dough quality). This study also identifies food communication as an additional finding strengthening rational consumer considerations.
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