THE INFLUENCE OF BROADCAST MEDIA ON THE SALES OF FAST-MOVING CONSUMER GOODS: INDOMIE AND GOLDENMORN AS CASE STUDY.

ABSTRACT

  This study delves into the intricate relationship between broadcast media and the sales of fast-moving consumer goods (FMCG) by employing a mixed-methods research approach with a specific emphasis on quantitative analysis through a structured questionnaire. Focusing on two prominent FMCG brands, Indomie noodles and Goldenmorn, this research aims to unravel the influence of broadcast media advertising on consumer behavior and purchasing decisions. Through a carefully stratified random sampling technique, a diverse demographic of consumers was surveyed within a defined geographic region. The findings indicate a robust positive correlation between exposure to broadcast media advertising and consumer preference for both Indomie and Goldenmorn. Consumers exposed to advertisements across various media platforms demonstrated a heightened propensity to purchase these products. Moreover, the study illuminates the pivotal role of effective advertising content in influencing consumer choices. Clear and compelling communication of product attributes and benefits proved instrumental in swaying consumer perceptions and fostering brand loyalty. The research underscores the enduring influence of broadcast media on FMCG sales, not only in initial purchasing decisions but also in cultivating a lasting consumer-brand relationship. The implications of this study are paramount for marketers and advertisers within the FMCG industry. The recommendations propose targeted advertising strategies, leveraging social media platforms, emphasizing product innovation communication, exploringcollaborations and partnerships, and measuring campaign effectiveness. These strategies are essential for optimizing advertising efforts, enhancing consumer engagement, and ultimately driving FMCG sales. In conclusion, this research establishes the indispensable role of broadcast media in shaping consumer preferences and impacting sales in the fast-moving consumer goods sector. As technology continues to advance, future research is warranted to explore the influence of emerging digital platforms and cultural nuances, ensuring the dynamism and efficacy of advertising strategies within this rapidly evolving industry.