THE POWER OF NOSTALGIA MARKETING TO INDONESIAN MILLENNIAL CUSTOMERSâ PERCEPTION
purposes. However, there is not much literature provided to Indonesian millennials customers and may not be as relevant to their cultural context. Adapting framework of Lammersma and Wortelboer (2017) and Bhuyan (2011), the objective of this research is to clarify the relationship between Indones...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/40974 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | purposes. However, there is not much literature provided to Indonesian millennials customers and may not be as relevant to
their cultural context.
Adapting framework of Lammersma and Wortelboer (2017) and Bhuyan (2011), the objective of this research is to clarify the
relationship between Indonesian millennials and nostalgia, to explore rightful nostalgic elements, and analyse the impact of
nostalgic video advertising towards brands’ attractiveness, attitude, and purchase intention. The two brands observed are
FMCG brands: Indomie and Indoeskrim.
There will be two phases in the study, exploratory descriptive questionnaires to 30 saturated respondents and experimental
statistics questionnaires to 1013 respondents. Correlation analysis and Mann Whitney U test, shows positive relationship
between Indonesian millennials’ with nostalgia and confirms that nostalgic advertisements are more attractive. However, on
popular brand as Indomie, nostalgic video ad performed equally to non-nostalgic one on increasing brand attitude and purchase
intention, while on the lesser-known brand as Indoeskrim, nostalgic video ad outperformed the non-nostalgic.
The research findings can be a future reference on nostalgia marketing implementation for marketers. |
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