Peran Kampanye Digital Pantene dalam Iklan #RambutCapek melalui Instagram dan X dalam Mendorong Minat Beli Konsumen

Abstract

The intense competition in the shampoo market demands innovative communication strategies to capture consumer attention. Pantene Indonesia introduced a male public figure as the brand ambassador in its digital campaign "Hair Supplement Baru! – Bye #RambutCapek Hello #RambutKeCharged", representing a shift in advertising paradigms from traditionally feminine portrayals to a more inclusive and relatable approach. This study aims to analyze the influence of the campaign on consumer purchase intention using the Theory of Planned Behavior (TPB) framework, which includes the variables of attitude, subjective norms, and perceived behavioral control. A quantitative survey method was employed using accidental sampling, involving 400 respondents obtained through online questionnaire distribution via social media. The results show that attitude and perceived behavioral control have a significant and positive influence on consumer purchase intention. Meanwhile, subjective norms were found to have a weak but statistically significant impact. These findings suggest that personal evaluation and perceived ease of access play a more dominant role than social pressure in shaping consumer behavior.This study contributes to the theoretical development of TPB in digital marketing communication and offers practical recommendations for brands to design campaigns that are inclusive, relevant, and effective in the social media landscape.

Abstrak

Persaingan produk sampo menuntut strategi komunikasi yang inovatif untuk menarik perhatian konsumen. Pantene Indonesia menghadirkan figur laki-laku sebagai brand ambassador dalam kampanye “Hair Supplement Baru! – Bye #Rambut Cepak Hello #Rambut Charged”, yang merepresentasikan pergeseran paradigma dari citra feminim menuju pendekatan yang lebih inklusif. Penelitian ini bertujuan untuk menganalisis pengaruh kampanye digital tersebut terhadap minat beli konsumen dengan menggunakan kerangka Theory of Planned Behavior (TPB), yang mencakup variabel sikap, norma subyektif, dan kontrol perilaku. Metode yang digunakan adalah survei kuantitatif dengan teknik accidental sampling, melibatkan 400 responden yang diperoleh melalui distribusi kuesioner daring di media sisal. Hasil penelitian menunjukkan bahwa sikap dan kontrol perilaku memiliki pengaruh positif dan signifikan terhadap minat beli konsumen. Sementara itu, norma subyektif menunjukkan pengaruh yang lemah, meskipun signifikan. Temuan ini menegaskan bahwa evaluasi pribadi dan persepsi kemudahan akses lebih dominan dalam memengaruhi keputusan pembelian dibanding tekanan sosial. Studi ini memberikan kontribusi teoretis terhadap pengembangan TPB dalam konteks komunikasi pemasaran digital, serta rekomendasi praktis bagi brand dalam merancang kampanye yang efektif dan relevan bagi konsumen media sosial.