Pemasaran empatik sebagai strategi komunikasi merek di masa pandemi Covid-19

Yuliani Dewi Risanti; Renata Anisa; Puji Prihandini

doi:10.24198/jmk.v5i2.32745

Pemasaran empatik sebagai strategi komunikasi merek di masa pandemi Covid-19

Yuliani Dewi Risanti, Renata Anisa, Puji Prihandini

Abstract

Pandemi Covid-19 turut mengubah bagaimana merek melakukan komunikasi dengan konsumennya. Di saat daya beli konsumen menurun, konsumen ditantang untuk mengevaluasi kembali apa yang menjadi prioritas dalam melakukan pembelian. Kondisi ini menjadikan persaingan antar merek semakin kompetitif sehingga komunikasi merek sangat penting dilakukan agar merek tetap melekat dalam ingatan konsumen. Dalam penelitian ini bertujuan untuk mengkaji bagaimana merek global melakukan komunikasi merek dalam aspek isi pesan dan media yang digunakan. Pemilihan merek global dalam penelitian ini berdasarkan pencarian kata kunci komunikasi merek di masa pandemi. Penelitian ini menggunakan metode penelitian kualitatif deskriptif, mengungkapkan keadaan obyek penelitian pada saat ini berdasarkan fakta. Teknik analisis data dalam penelitian dilakukan secara interaktif yaitu reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukan merek global yang menjadi objek dalam kajian ini melakukan strategi komunikasi merek berbasis empati. Pemasaran empati atau pemasaran berbasis empati merupakan teknik pemasaran yang digunakan dengan mencoba memahami apa yang dialami, menunjukan upaya membantu serta pembentukan ikatan emosional dengan konsumen melalui penyampaian pesan yang relevan. Dalam aspek isi pesan yang diangkat oleh merek adalah dukungan terhadap upaya pencegahan penularan virus melalui tagline dan tagar di akun media sosial resmi perusahaan, penyaluran donasi serta penghargaan kepada orang yang berperan dalam membantu orang banyak melewati krisis Covid-19. Sedangkan media yang digunakan yaitu website dan akun media sosial resmi perusahaan serta akun media sosial pengikut merek-merek tersebut. Komunikasi merek dengan berbasis empati relevan dengan kondisi krisis pandemi Covid-19 dimana konsumen saat ini lebih mengutamakan kesehatan serta kesejahteraan.

Keywords

Komunikasi merek; strategi komunikasi; pemasaran empatik; merek; Covid-19

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DOI: https://doi.org/10.24198/jmk.v5i2.32745