THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS

• Main Author: Indah Syaharani, Dita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60962
• Institution: Institut Teknologi Bandung

The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns that aim to spread awareness about various issues and messages, many of them still end up backfiring, which causes the campaign to receive backlash from the customers and eventually results in decrease of sales until product boycotts by the customers. Therefore, companies should be able ensure the effectiveness of the campaign in driving customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through creating awareness and serves dual goals to make women feel more beautiful and sell more Dove products. This study aims to analyze how Dove Campaign for Real Beauty affects customers’ purchase decision toward the products, identify the factors in Dove Campaign for Real Beauty that affect customers’ purchase decision toward the products, and develop marketing recommendations for Dove Campaign for Real Beauty to affect customers’ purchase decision toward the products. To validate the hypotheses from previous studies and answer the research questions, a quantitative approach by online survey was conducted among 276 respondents of women in Indonesia from all ages who have watched the campaign video of Dove Campaign for Real Beauty and have purchased Dove products, and PLS-SEM was used to analyze the relationship between the variables. The results indicate that Dove Campaign for Real Beauty affects customers’ purchase decisions toward Dove products through a number of variables. It is found that affective reaction, brand trust, and brand community positively affect purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. The results suggested that Dove should maintain the message and emphasize on diversity through storytelling to increase the affective reaction of customers, increase brand trust by delivering reliable messages, and create a real community for Dove Campaign for Real Beauty. This study is expected to enhance marketer understanding of how companies could improve purchase decision through social marketing campaign strategy. Keywords: Attitude