Pengaruh Copywriting terhadap Brand Attachment Generasi Z di Kota Bandung
(Studi Regresi Pada Instagram @officialmykonos)
DOI:
https://doi.org/10.29313/bcscm.v6i2.25103Keywords:
Brand Attachment, Copywriting, 4C FormulaAbstract
Abstract. The rapid development of digital content marketing on social media demands local brands to go beyond conventional advertising and build deep emotional connections with consumers. A distinct challenge is faced by the fragrance industry, which operates under constraints in online spaces due to the inability to communicate sensory aroma experiences directly. Against this backdrop, copywriting on Instagram serves as a strategic communication stimulus to spark imagination while drawing the brand closer to consumers' hearts. This study aims to examine the extent to which copywriting on the @officialmykonos Instagram account influences brand attachment among Generation Z in Bandung, both collectively and partially through the dimensions of Clear, Concise, Compelling, and Credible. Utilizing a quantitative approach within a positivistic paradigm, this research relies on the mechanistic framework of the Stimulus-Response (S-R) theory. Data were gathered by distributing digital questionnaires (Google Forms) to 100 active followers of @officialmykonos in Bandung, selected through a proportionate stratified random sampling technique based on age groups. The results of the simple linear regression analysis demonstrate that copywriting collectively exerts a positive and significant influence, accounting for 64.7% of the variance in brand attachment formation (t statistict = 13409, Sig. < 0.1). Partially, every message dimension proved to have a significant impact, with the Credible aspect (information credibility) emerging as the primary anchor and most dominant factor in winning the trust and emotional attachment of young consumers (t statistict = 8.383). Academically, these findings confirm that a well-crafted 4C message framework that is honest, poetic, and informative effectively functions as a stimulus that linearly generates long-term emotional attachment responses among Generation Z.
Abstrak. Perkembangan pemasaran konten digital di media sosial menuntut merek lokal untuk mampu membangun hubungan emosional yang kuat dengan konsumen. Dalam konteks industri parfum yang memiliki keterbatasan pengalaman sensorik secara daring, rekayasa takarir (copywriting) pada Instagram menjadi elemen stimulus komunikasi strategis untuk membangun imajinasi dan keterikatan emosional konsumen terhadap merek. Penelitian ini bertujuan untuk mengetahui pengaruh copywriting pada akun Instagram @officialmykonos terhadap brand attachment Generasi Z di Kota Bandung, baik secara keseluruhan maupun secara parsial melalui empat dimensi kualitas pesan yaitu Clear, Concise, Compelling, dan Credible. Metode penelitian yang digunakan adalah kuantitatif dengan paradigma positivistik dan pendekatan analisis regresi linear sederhana berbasis Teori Stimulus-Response (S-R). Pengumpulan data dilakukan melalui penyebaran kuesioner digital (Google Form) kepada 100 responden pengikut aktif Instagram @officialmykonos yang berdomisili di Kota Bandung melalui teknik stratified random sampling berbasis strata usia. Hasil penelitian melalui uji regresi menunjukkan bahwa variabel copywriting secara keseluruhan memiliki pengaruh yang positif dan signifikan terhadap brand attachment sebesar 64,7% ( = 13.409, Sig. < 0,1). Secara parsial, keempat dimensi copywriting terbukti berpengaruh signifikan terhadap brand attachment, dengan dimensi Credible sebagai faktor penentu yang paling dominan memengaruhi kelekatan emosional konsumen (= 8.383). Kesimpulan penelitian ini membuktikan secara empiris bahwa akumulasi paparan stimulus pesan terpadu 4C yang berkualitas pada media sosial berhasil memicu respons berupa keterikatan emosional jangka panjang pada khalayak Generasi Z di Kota Bandung.
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