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Abstract

The research aims to investigate the sensory marketing, particularly the hearing sensory aspect (audio, music, voice) which is in its development known as Sonic Branding. In this digital era, a number of companies continuously advance a strategy to create differences and relevances to win a competitive advantage. One of the prospective and great potential strategies that has not been studied and utilized further by the marketer is Sonic Branding. Study in Sonic Branding is utterly limited and it requires an exploration which enables to bridge the gap on this specific brand marketing strategy area. Sonic Branding is a powerful marketing tool in its role as a customer loyalty developer toward a brand, as enterprises initiate tirelessly a new way to communicate and create brand experiences for their customers. Hence, research applying a descriptive methodology is selected to obtain a mental picture of Sonic Branding utilization, and its application to brand marketing strategy in the retail context, specifically in a case study of Tokopedia E-Commerce. This study also pinpoints that a company and brand need to invest and develop their brand marketing using Sonic Branding as many platforms nowadays are being accessed and used by a wide-range of audience. Therefore, applying Sonic Branding, a brand is able to create differentiations amid the abundance of information flows and strengthen its brand identity that it remains connected to audiences, especially via audio and voice. The research is expected to provide inputs and recommendations to the brand marketing strategy development through Sonic Branding utilization focusing on the E-commerce retail context.

Bahasa Abstract

Penelitian ini berupaya mengkaji pemasaran sensorik (sensory marketing) khususnya aspek pendengaran (audio, musik, suara), yang pada perkembangannya dikenal dengan sonic branding. Di era digital, perusahaan terus mengembangkan strategi untuk menciptakan perbedaan dan relevansi demi meraih competitive advantage. Salah satu strategi yang menunjukkan potensi besar di masa depan, namun masih belum dikaji dan belum dimanfaatkan lebih jauh oleh pemasar adalah sonic branding. Penelitian mengenai sonic branding masih cukup terbatas dan membutuhkan eksplorasi yang dapat menjembatani gap pada area ini. Sonic branding merupakan powerful tool dalam pengembangan loyalitas konsumen terhadap merek. Sebagaimana perusahaan terus berupaya membangun cara baru dalam berkomunikasi dan menciptakan brand experiences bagi konsumennya. Untuk itu, penelitian yang menggunakan metodologi deksriptif ini bertujuan untuk mendapatkan gambaran mengenai pemanfaatan sonic branding dan penerapannya bagi strategi pemasaran merek dalam konteks retail, dengan studi kasus E-Commerce Tokopedia. Kajian ini menunjukkan bahwa perusahaan dan brand perlu berinvestasi dan mengembangkan pemasaran merek, melalui strategi sonic branding. Apalagi di era digital dimana begitu banyak saluran dan platform yang dipergunakan audiens. Melalui sonic branding, maka brand dapat menciptakan diferensiasinya di tengah alur informasi yang berlimpah, serta menguatkan identitas brand agar tetap terkoneksi dengan audiens, khususnya lewat audio dan suara. Penelitian ini diharapkan dapat memberikan masukan dan rekomendasi untuk pengembangan strategi merek melalui pemanfaatan sonic branding, khususnya pada konteks retail E-Commerce.

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