Keywords
Globalization, Interactivity, Brand Awareness, Image, Experience
Document Type
Article
Abstract
The effect of globalization on communication process appears especially in digital media which made communication exchange faster. Cultural process also create homogenization of product choice, when global brand looks more familiar than local brand. Internet and social media give an opportunity for consumer to access the product information and interact with them. Interactivity as part of digital media offers unlimited access and the power of word of mouth in terms of internet and social media. In the end, it will affect the brand awareness, image and attitude about product, especially in Generation Y who are close with media digitalization itself as part of their life.
Kemunculan globalisasi mempengaruhi proses komunikasi terutama dengan adanya media digital yang semakin mempercepat pertukaran informasi. Hal ini kemudian mempengaruhi proses kebudayaan, termasuk diantaranya mendorong homogenisasi dalam pemilihan produk, saat brand global menjadi lebih familiar dibandingkan dengan produk lokal. Internet dan media sosial muncul dan memberikan kesempatan pada konsumen untuk mengakses informasi sekaligus berinteraksi dengan produk. Interaktivitas merupakan sebuah hal baru yang ditawarkan oleh media digital. Internet dengan akses informasi yang tanpa batas dan media sosial dengan kekuatan word of mouth yang mempengaruhi pembentukan kesadaran, persepsi dan pembelian sebuah produk terutama di kalangan Generasi Y yang memiliki kedekatan dengan dunia
digital.
First Page
101
Last Page
114
Page Range
101-114
Issue
1
Volume
46
Digital Object Identifier (DOI)
10.21831/informasi.v46i1.9654
Source
9654
Recommended Citation
Ratriyana, I. N. (2016). RELASI INTERNET DAN MEDIA SOSIAL DALAM PEMBENTUKAN BRAND AWARENESS, IMAGE DAN EXPERIENCE PRODUK ASING. Informasi, 46(1), 101-114. https://doi.org/10.21831/informasi.v46i1.9654
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