{"id":10154,"date":"2023-06-15T15:15:49","date_gmt":"2023-06-15T08:15:49","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=10154"},"modified":"2023-08-01T10:20:57","modified_gmt":"2023-08-01T03:20:57","slug":"brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/","title":{"rendered":"Brand Penetration: Pentingnya Punya Konsumen yang Paham \u2018Isi\u2019 Brand"},"content":{"rendered":"<p>Coba deh, kamu sekarang googling dengan <em>keyword<\/em> \u2018<em>brand penetration\u2019<\/em>. Apa yang kamu temukan?<\/p>\n\n\n\n<p><em>Spoiler alert<\/em>, dalam hasil pencarian berbahasa Inggris, mayoritas hasil pasti akan menjelaskan tentang cara mengukur popularitas <em>brand<\/em>, dengan cara menghitung rasio produk yang dibeli dengan potensi pasar yang terkait dengan produk tersebut.<\/p>\n\n\n\n<p>Sedangkan hasil pencarian bahasa Indonesia pasti akan membahas tentang upaya suatu <em>brand <\/em>untuk meningkatkan pangsa pasar produk atau layanan mereka.<\/p>\n\n\n\n<p>Lain hal dengan <em>brand penetration<\/em>, hasil-hasil pencarian yang kamu temukan adalah pengertian dasar dari <em>market penetration<\/em>. Jadi wajar, kalau bahasannya selalu saja mengarah ke <em>sales<\/em>.<\/p>\n\n\n\n<p>Bahasan singkat kali ini tidak akan mengarah ke <em>sales<\/em>, apalagi <em>market penetration<\/em>. Sepertinya terlalu jauh kalau belum apa-apa bahasannya sudah sampai sana. Ada beberapa langkah yang terlewat sebelum kita layak membahas tentang itu. Salah satunya adalah <em>brand penetration<\/em>.<\/p>\n\n\n\n<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Daftar Isi:<\/p><ul class=\"toc_list\"><li><a href=\"#Apa_Itu_Brand_Penetration\"><span class=\"toc_number toc_depth_1\">1<\/span> Apa Itu Brand Penetration?<\/a><ul><li><a href=\"#Melampaui_Brand_Awareness\"><span class=\"toc_number toc_depth_2\">1.1<\/span> Melampaui Brand Awareness<\/a><\/li><li><a href=\"#Cara_Paling_Mudah_Mengukur_Keberhasilan_Brand_Penetration\"><span class=\"toc_number toc_depth_2\">1.2<\/span> Cara Paling Mudah Mengukur Keberhasilan Brand Penetration<\/a><\/li><li><a href=\"#Brand_Anatomy\"><span class=\"toc_number toc_depth_2\">1.3<\/span> Brand Anatomy<\/a><\/li><\/ul><\/li><\/ul><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-apa-itu-brand-penetration\"><span id=\"Apa_Itu_Brand_Penetration\"><strong>Apa Itu <\/strong><strong><em>Brand Penetration<\/em><\/strong><strong>?<\/strong><\/span><\/h2>\n\n\n\n<p><em>Brand penetration <\/em>adalah upaya untuk membuat audiens atau pasar yang dituju tidak hanya sekadar mengetahui sebuah <em>brand<\/em>, tapi juga memahami seluk-beluk dari <em>brand<\/em>.<\/p>\n\n\n\n<p>Contoh, ketika <a href=\"https:\/\/blubybcadigital.id\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">blu by BCA Digital<\/span><\/a> rilis, mungkin beberapa kalangan masyarakat mulai mengetahui keberadaan blu. Tetapi, apakah mereka paham apa itu blu? Apakah mereka paham bahwa blu adalah bank digital?&nbsp;<\/p>\n\n\n\n<p>Terlebih lagi, apakah mereka paham kalau mereka bisa berinvestasi, top up e-money, bahkan setor tunai tanpa kartu di ATM BCA manapun dengan blu?<\/p>\n\n\n\n<p>Belum tentu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-melampaui-brand-awareness\"><span id=\"Melampaui_Brand_Awareness\"><strong>Melampaui <\/strong><strong><em>Brand Awareness<\/em><\/strong><\/span><\/h3>\n\n\n\n<p>\u201c<em>Brand awareness <\/em>saja tidak cukup untuk mengukur apakah sebuah <em>brand <\/em>sudah dikenal oleh pangsa pasarnya atau belum. Okelah mereka tahu nama <em>brand<\/em>-nya, tapi mereka paham gak <em>brand <\/em>itu ngapain?\u201d tutur Bima Marzuki, CEO Media Buffet ketika ia rapat dengan tim digital di sore hari sembari menyantap mi rebus buatan Mas Faisal.<\/p>\n\n\n\n<p>Dengan <em>brand penetration<\/em>, terdapat <em>added value <\/em>dari sebuah <em>brand<\/em>. Karena apabila penetrasi <em>brand <\/em>dieksekusi dengan efektif, baru kita bisa bicara tentang <em>market penetration<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-cara-paling-mudah-mengukur-keberhasilan-brand-penetration\"><span id=\"Cara_Paling_Mudah_Mengukur_Keberhasilan_Brand_Penetration\"><strong>Cara Paling Mudah Mengukur Keberhasilan <\/strong><strong><em>Brand Penetration<\/em><\/strong><\/span><\/h3>\n\n\n\n<p><em>Brand penetration <\/em>diukur dari pemahaman seseorang akan suatu <em>brand<\/em>. Meski terlihat sangat kualitatif, sebenarnya ada beberapa cara yang bisa dilakukan untuk mulai mengukur <em>brand penetration<\/em> secara numerik.<\/p>\n\n\n\n<p>Cara itu bisa dibilang cukup mudah dan hemat biaya, karena kamu cuma perlu tools seperti <span style=\"text-decoration: underline;\"><a href=\"https:\/\/keywordseverywhere.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Keywords Everywhere<\/a><\/span> untuk memulai.<\/p>\n\n\n\n<p>Setelah itu, kita berangkat dari pandangan bahwa cara orang berpikir bisa tertuang dari cara mereka mencari. Lebih tepatnya, apa yang mereka cari di Google.<\/p>\n\n\n\n<p>Mari kembali ke blu by BCA Digital sebagai contoh lagi. Pada bulan Januari 2022, ketika kita googling dengan <em>keyword <\/em>\u2018blu BCA\u2019, maka turunan pencariannya adalah sebagai berikut:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>blu bca itu apa<\/li>\n\n\n\n<li>blu bca adalah<\/li>\n\n\n\n<li>blu bca digital<\/li>\n\n\n\n<li>blu bca apk<\/li>\n<\/ul>\n\n\n\n<p>Menariknya, setelah satu tahun penuh bekerja sama dengan Media Buffet, terdapat perubahan <a href=\"https:\/\/mediabuffet.co\/id\/education\/audience-behavior-digital-pr\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\"><em>audience behavior<\/em><\/span><\/a><em><span style=\"text-decoration: underline;\"> <\/span><\/em>yang tercermin dari perubahan turunan pencarian dengan <em>keyword <\/em>yang sama. Di bulan Januari 2023, googling dengan <em>keyword <\/em>\u2018blu BCA\u2019 akan menghasilkan turunan pencarian sebagai berikut:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cara transfer ke blu bca<\/li>\n\n\n\n<li>Apakah blu bca aman<\/li>\n\n\n\n<li>Fitur blu bca<\/li>\n\n\n\n<li>blu bca review<\/li>\n<\/ul>\n\n\n\n<p>Selain <em>traffic <\/em>pencariannya yang naik 2.5 kali lipat selama satu tahun, apa yang orang-orang cari di Google terkait blu juga berubah. Dari \u2018apa itu blu\u2019, menjadi \u2018bagaimana cara menggunakan fitur blu\u2019<\/p>\n\n\n\n<p>\u201cGua setuju dengan <em>popularity<\/em> sebagai tolak ukur, tapi <em>popularity<\/em> itu bukan sekadar tahu. Mereka tahu, tapi mereka <em>understand the brand <\/em>gak?\u201d lanjut Bima, yang kini sudah menyeruput habis mi rebus di hadapannya.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-brand-anatomy\"><span id=\"Brand_Anatomy\"><strong><em>Brand Anatomy<\/em><\/strong><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/o1fwoCpi7TFrwTrj76miojGfTOgsJ0FVVe8XhA9X7m9WZ3x6_BBGSc2-npxaqA3xd7SCpI1CxoP9LdLTgevwbaiY-JZbEwb6OdmhN3WHkM63T8XMXAY7OGWAHywG--uIp5GVrzF0Fh31H534uxDu_6g\" alt=\"brand anatomy\"\/><\/figure>\n\n\n\n<p>Melihat dari <em>brand anatomy <\/em>buatan Mas Bima di atas, banyak sekali elemen dari <em>brand <\/em>yang bisa digunakan sebagai tolak ukur pemahaman seseorang akan <em>brand<\/em>.&nbsp;<\/p>\n\n\n\n<p>Jadi, kalau kamu ingin mencari tahu upaya <em>brand penetration <\/em>berhasil atau tidak, kamu bisa menggunakan anatomi di atas untuk memilah variabel apa saja yang ingin digunakan sebagai pisau bedah analisa.<\/p>","protected":false},"excerpt":{"rendered":"<p>Coba deh, kamu sekarang googling dengan keyword \u2018brand penetration\u2019. Apa yang kamu temukan? Spoiler alert, dalam hasil pencarian berbahasa Inggris, [&hellip;]<\/p>","protected":false},"author":1,"featured_media":10165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[431,451,288,122],"class_list":["post-10154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","tag-brand","tag-brand-penetration","tag-branding","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Penetration: Pentingnya Punya Konsumen yang Paham \u2018Isi\u2019 Brand - Media Buffet: Beyond Public Relations Agency<\/title>\n<meta name=\"description\" content=\"Brand penetration adalah upaya untuk membuat audiens tidak hanya sekadar mengetahui sebuah brand, tapi juga memahami seluk-beluk dari brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediabuffet.co\/id\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Penetration: Pentingnya Punya Konsumen yang Paham \u2018Isi\u2019 Brand\" \/>\n<meta property=\"og:description\" content=\"Brand penetration adalah upaya untuk membuat audiens tidak hanya sekadar mengetahui sebuah brand, tapi juga memahami seluk-beluk dari brand.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mediabuffet.co\/id\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Media Buffet: Beyond Public Relations Agency\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-15T08:15:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-01T03:20:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mediabuffet.co\/wp-content\/uploads\/2023\/06\/Brand-Penetration-Pentingnya-Punya-Konsumen-yang-Paham-\u2018Isi-Brand.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"2240\" \/>\n\t<meta property=\"og:image:height\" content=\"1260\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Pinter Bareng\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Ditulis oleh\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pinter Bareng\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimasi waktu membaca\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 menit\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mediabuffet.co\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/mediabuffet.co\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\"},\"author\":{\"name\":\"Pinter Bareng\",\"@id\":\"https:\/\/mediabuffet.co\/#\/schema\/person\/395b51c17cd5cadc4457306bee3fe4ac\"},\"headline\":\"Brand Penetration: Pentingnya Punya Konsumen yang Paham \u2018Isi\u2019 Brand\",\"datePublished\":\"2023-06-15T08:15:49+00:00\",\"dateModified\":\"2023-08-01T03:20:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mediabuffet.co\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\"},\"wordCount\":585,\"publisher\":{\"@id\":\"https:\/\/mediabuffet.co\/#organization\"},\"keywords\":[\"brand\",\"brand penetration\",\"branding\",\"Public Relations\"],\"articleSection\":[\"Education\"],\"inLanguage\":\"id\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mediabuffet.co\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\",\"url\":\"https:\/\/mediabuffet.co\/education\/brand-penetration-pentingnya-punya-konsumen-yang-paham-isi-brand\/\",\"name\":\"Brand Penetration: Pentingnya Punya Konsumen yang Paham \u2018Isi\u2019 Brand - 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