Suharyanti, Suharyanti (2021) Branding Intervention to Bridge the Gap between Generasi Berencana (Genre) Campaign and Generation Z in Jakarta During Covid -19 Pandemic Condition. In: 2nd International Conference on Media & Social Science (ICOMS 2021), 24th-26th August 2021, Shah Alam, Malaysia : Universiti Teknologi MARA (UiTM).
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Abstract
Generasi Berencana (GenRe ), Indonesia's national program, is designed as an intervention program to address adolescent issues in the country. The key message of GenRe are say no to premarital sex, early marriage, and drug. Unfortunately, in Jakarta, the capital city of Indonesia, adolescent who are generation Z, are less aware of the GenRe campaign. The objective of this study is to look into the gap between the GenRe campaign and generation Z in Jakarta, aged 15 to 18 years. The Covid-19 pandemic presents both a challenge and opportunity for GenRe to improve its campaign. The method used in this study is a qualitative case study design. In-depth interviews were done through snowball sampling. The findings revealed that the informants' attitudes on premarital sex and drug addiction are permissive owing to the fact that their peers or perhaps themselves had had premarital sex and consumed drugs. The informants, on the other hand, agreed that early marriage should be avoided because it necessitates mental and financial preparedness. The majority of the informants were generally unaware of the existence of GenRe campaign. According to these findings, the gap exists as a result of a lack of understanding about the characteristics of generation Z in Jakarta. Branding intervention, particularly the brand association concept, is used to comprehend the association of GenRe as perceived by Jakarta's generation Z and to recommend a new brand personality for GenRe. This branding intervention is expectedto provide guidance to GenRe campaign organizers regarding how to tailor their strategy forthe Covid-19 outbreak.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Marketing > Branding (Marketing) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 13 Dec 2022 13:39 |
| Last Modified: | 13 Dec 2022 13:40 |
| URI: | https://repository.bakrie.ac.id/id/eprint/6973 |
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