{"id":10647,"date":"2025-03-13T12:31:20","date_gmt":"2025-03-13T05:31:20","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=10647"},"modified":"2025-03-13T12:33:41","modified_gmt":"2025-03-13T05:33:41","slug":"cuek-culture-fenomena-kontroversial-di-dunia-marketing","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/blog\/cuek-culture-fenomena-kontroversial-di-dunia-marketing\/","title":{"rendered":"Cuek Culture: Fenomena Kontroversial di Dunia Marketing"},"content":{"rendered":"<p>Siapa yang inget promosi berujung tragis film <em>remake <\/em>\u201cA Business Proposal\u201d? Dari segi <em>branding<\/em>, kasus ini cukup menarik untuk dibahas karena salah satu pemerannya, Abidzar, membuat pernyataan kontroversial yang menuai hujatan dari netizen.&nbsp;<\/p>\n\n\n\n<p>Namun, bagaimana jika ternyata Abidzar sengaja \u201cdibuat\u201d blunder oleh Falcon sebagai taktik marketing dengan konsep: &#8220;Bad marketing is still marketing\u201d?&nbsp; <em>Great theory,<\/em> tapi ingat <em>\u201cThe minute you don&#8217;t have a back-up plan, you&#8217;ve admitted you&#8217;re prepared to fail\u201d<\/em>. Begitupun dengan film <em>remake <\/em>ini yang hanya mendapat 6,894 penonton di hari pertama penayangan dan malah terkena fenomena \u201cCuek <em>Culture\u201d.<\/em><\/p>\n\n\n\n<p>Yuk, kita kulik teori konspirasi marketing ini dari sudut pandang <em>Branding, Public Relations,<\/em> dan <em>Consumer Psychology<\/em>.<\/p>\n\n\n\n<p><strong>A Business Cancel Culture: Awal Mula Cerita<\/strong><\/p>\n\n\n\n<p><em>&#8220;Gua sempet nonton di episode satu. Cuma memutuskan untuk berhenti karena pada akhirnya ini adalah karakter yang akan gua buat sendiri bersama director,&#8221;<\/em> Pernyataan Abidzar yang mengaku tidak menonton drama aslinya menuai hujatan hebat. Mungkin Abidzar ingin menunjukkan kreativitas atau sentuhan <em>personal<\/em> dalam <em>remake<\/em>-nya.&nbsp;<\/p>\n\n\n\n<p>\ud83d\udea8 &#8220;Jadi, dia gak ngerti cerita aslinya?&#8221;&nbsp;<\/p>\n\n\n\n<p>\ud83d\udea8 &#8220;Kalau gak nonton, gimana dia bisa menghormati esensi dari drama Korea-nya?&#8221;&nbsp;<\/p>\n\n\n\n<p>\ud83d\udea8 &#8220;Jadi ini bukan remake, tapi versi asal-asalan?&#8221;<\/p>\n\n\n\n<p>Twitter dan Instagram dipenuhi kritik, hingga beberapa pihak menyerukan boikot terhadap film tersebut. Seruan untuk melakukan <em>Cancel Culture<\/em> pun meledak beberapa minggu sebelum film itu tayang.&nbsp;<\/p>\n\n\n\n<p>Alih-alih minta maaf atau memberikan klarifikasi yang bisa meredakan situasi, mereka malah merilis surat terbuka yang terdengar seperti <em>guilt-tripping <\/em>netizen, yang kasarnya bilang <em>&#8220;<\/em>Kenapa kalian gak dukung industri film lokal? Ada banyak kru yang ikut serta loh dalam film ini<em>&#8220;<\/em><\/p>\n\n\n\n<p>Sekarang, bukan hanya penggemar K-Drama yang marah, tapi juga orang-orang yang tadinya netral. Yang terjadi berikutnya bukan ledakan amarah lebih besar, tapi sesuatu yang lebih berbahaya: <strong>Cuek C<\/strong><strong><em>ulture<\/em><\/strong><em>.<\/em><\/p>\n\n\n\n<p><strong>Cuek<\/strong><strong><em> Culture? Nightmare<\/em><\/strong><strong>-nya tim <\/strong><strong><em>branding!<\/em><\/strong><\/p>\n\n\n\n<p><em>Cancel culture<\/em> masih memberi peluang untuk membalikkan keadaan karena orang tetap tertarik untuk membicarakan, bahkan membela atau membahas lebih lanjut. Tapi, ketika netizen memasuki fase cuek <em>culture<\/em>, mereka tak hanya berhenti marah, tapi benar-benar tidak peduli lagi. Contohnya gini:<\/p>\n\n\n\n<p>\ud83d\udea8 Orang masih membicarakan McDonald&#8217;s pasca boikot, karena ada pro dan kontra.&nbsp;<\/p>\n\n\n\n<p>\ud83d\udea8 Orang masih memperdebatkan Starbucks ketika ada skandal, karena brand tersebut punya <em>value<\/em> tertentu.&nbsp;<\/p>\n\n\n\n<p>Intinya, kalau di-<em>cancel<\/em>, masih ada <em>hype<\/em>. Masih ada perdebatan. Masih ada peluang <em>redemption<\/em>. Tapi kalau udah dicuekin? <strong><em>Game over.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Biasanya, meski kontroversi, orang masih menontonnya hanya untuk tahu seburuk apa. Tapi A Business Proposal <em>remake <\/em>benar-benar ditinggalkan. Orang lebih memilih menonton ulang drama versi Korea yang kembali trending di Netflix.<\/p>\n\n\n\n<p>Mungkin Falcon memang mencoba menciptakan <em>hype<\/em> negatif, tapi hasilnya? Gagal total! Netizen tidak hanya tidak peduli\u2014mereka benar-benar cuek. Film <em>remake<\/em> tersebut tayang dengan rating anjlok dan sepi penonton, bahkan beberapa bioskop terpaksa menariknya.<\/p>\n\n\n\n<p><strong>Terus, Gimana Dong Cara Terhindar dari Cuek Culture?<\/strong><\/p>\n\n\n\n<p>Pernah denger <em>Brand Ambassador<\/em> Puma \u2013 Marc Cucurella yang membuang sepatu Puma-nya saat pertandingan karena licin? Reaksi publik cukup negatif karena kualitas produk tersebut dianggap tidak sesuai dengan apa yang diiklankan. Namun, Puma berhasil memanfaatkan momen tersebut dengan merilis <em>campaign<\/em> <em>\u201cIt\u2019s Not How You Slip, It\u2019s How You Bounce Back.\u201d<\/em><\/p>\n\n\n\n<p>Dalam kampanye tersebut, Puma menampilkan video dimana terdapat siluet seseorang berambut panjang yang mirip dengan Cucurella terpeleset di belakang. Sementara Cucurella sendiri tampak bangga berdiri di samping tanda <em>\u201cCaution Wet Floor\u201d<\/em>, dengan sepatu Puma-nya.&nbsp;<\/p>\n\n\n\n<p>Kami sepakat bahwa langkah Puma yang memanfaatkan insiden ini untuk kampanye mereka merupakan strategi yang cukup unik. High risk, sih\u2026 tapi inilah contoh implementasi dari konsep <em>\u201cbad marketing is still marketing\u201d<\/em> yang berhasil dijalankan dengan baik.<\/p>\n\n\n\n<p class=\"has-text-align-right\">Kalau kamu jadi tim marketing nya Falcon, apa yang akan kamu lakukan saat menghadapi situasi seperti ini?<br><br><strong><em>Penulis: Raceka Diva<\/em><\/strong><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Siapa yang inget promosi berujung tragis film remake \u201cA Business Proposal\u201d? Dari segi branding, kasus ini cukup menarik untuk dibahas [&hellip;]<\/p>","protected":false},"author":1,"featured_media":10648,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[159],"tags":[],"class_list":["post-10647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"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>Cuek Culture: Fenomena Kontroversial di Dunia Marketing - Media Buffet: Beyond Public Relations Agency<\/title>\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\/blog\/cuek-culture-fenomena-kontroversial-di-dunia-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cuek Culture: Fenomena Kontroversial di Dunia Marketing\" \/>\n<meta property=\"og:description\" content=\"Siapa yang inget promosi berujung tragis film remake \u201cA Business Proposal\u201d? 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