A STUDY OF BRAND PERSONALITY IN ONLINE MARKETPLACE: TOKOPEDIA VS BUKALAPAK

• Main Author: Genadi Rusli (19015183), Jonathan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28303
• Institution: Institut Teknologi Bandung

Recently online marketplace is not an alternative any longer, but more as a necessity because of the convenience and efficiency, thus creating competition in the industry become very tight. Many online marketplaces in Indonesia are offering the same service and features yet they don’t offer a noticeable differentiation and meaningful differentiation for customers. Marketers need another approach to settle the problem. To address this problem, marketers come up with the idea to humanizing brand, one of the many ways is through Brand Personality, which associates certain human personality to a brand. Brand Personality is a major marketing-related study and many researchers have put focus on it. This research will focus on the two biggest online marketplace in Indonesia; Tokopedia and BukaLapak. This research will comparatively study the most dominant brand personality of both brand and give new resourceful insight for the company and marketers which will help marketer to develop a successful differentiation based on the brand personality. To capture the most dominant brand personality that occurs between the two brands, Aaker’s Brand Personality Scale that was developed in 1997 is used, there are 5 main core dimensions of Aaker’s BPS includes; Sincerity, Excitement, Competence, Sophistication, and Ruggedness. The aim of the study is to identify the most dominant brand personality of Tokopedia and BukaLapak so that marketer could use this study as a basis to create a meaningful and strategic marketing strategy for the company. The results of this study shows that Tokopedia has competence as the most dominant brand personality, while Excitement is the most dominant brand personality for BukaLapak, and respondents’ experience towards Tokopedia have a significant impact towards the Brand Personality dimension on Sincerity (Down-to-earth and honest), Competence (Reliable and Intelligent), and Upper-class (Charming). Result also shows that current education level has a significant impact on the formation of brand personality of both brands, and respondents’ experience toward the brand also have a significant result to the brand personality formation.