Komunikasi Pemasaran Taste-Me PT. Sumber Tirta Hakiki dalam Menumbuhkan Brand Awareness di Pasar Product Condiments
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Abstract
Persaingan pada pasar saus tiram di Indonesia menempatkan Taste-Me sebagai merek kondimen impor yang harus berhadapan dengan merek-merek yang lebih dahulu dikenal konsumen. Penelitian ini bertujuan mengetahui pelaksanaan komunikasi pemasaran offline PT. Sumber Tirta Hakiki dalam menumbuhkan brand awareness Taste-Me pada konsumen rumah tangga. Penelitian menggunakan paradigma konstruktivisme, pendekatan kualitatif, dan metode studi kasus. Data diperoleh melalui wawancara mendalam dengan dua informan internal perusahaan dan enam konsumen ibu rumah tangga berusia 25-35 tahun, observasi aktivitas promosi, serta dokumentasi. Keabsahan data diuji melalui triangulasi sumber, sedangkan analisis dilakukan menggunakan teknik pattern matching dengan menghubungkan dimensi brand awareness David A. Aaker dan teori Stimulus-Organism-Response. Hasil penelitian menunjukkan bahwa komunikasi pemasaran offline dilaksanakan melalui sales promotion, events and experiences, dan personal selling berupa sampling, demo memasak, promosi harga, bundling, hadiah, pameran, kolaborasi mitra, serta penjelasan langsung oleh technical chef dan tenaga promosi. Pesan utama yang disampaikan meliputi kepastian halal, rasa lebih umami dan tekstur lebih pekat, serta kegunaan produk untuk berbagai masakan. Pengalaman mencicipi dan komunikasi interpersonal membantu konsumen memahami produk, tetapi pesan utama belum diterima secara merata. Brand awareness Taste-Me pada informan berada pada rentang belum mengenal secara kuat, brand recognition, hingga brand recall. Secara umum, kesadaran merek berada pada tahap brand recognition menuju brand recall dan belum menunjukkan posisi top of mind yang konsisten. Penguatan kesadaran merek memerlukan keselarasan pesan, integrasi promosi dengan pengalaman produk, evaluasi awareness yang terpisah dari penjualan, dan ketersediaan produk yang berkelanjutan.
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