Menjelajahi peran intergenerational communication dalam membentuk brand knowledge di kalangan penggemar mainan gundam di Indonesia

Leonardus Dimas Aryo, Kenji Patrick, Alissya Maharani, Irmawan Rahyadi

Abstract


Gundam, yang berasal dari serial animasi, telah popler sejak 40 tahun yang lalu. Hal ini membuat model kit Gundam banyak dicari oleh para penggemar/pembeli dari berbagai usia di seluruh dunia, termasuk Indonesia. Perkembangan teknologi digital, memungkinkan penggemar bertemu dan berdiskusi tentang pengetahuan yang terkait dengan merek dalam bentuk e-WOM melalui komunitas digital. Penelitian ini bertujuan untuk mengeksplorasi bagaimana Komunikasi Antargenerasi dalam komunitas dengan anggota dari generasi yang berbeda dipengaruhi oleh pengetahuan merek dari serial anime dan eWOM yang ada. Populasi dalam penelitian ini adalah sebuah komunitas hobi yang bernama Gundam Nusantara Indonesia yang aktif di media social facebook, teknik sampling yang digunakan adalah purposive sampling, dengan jumlah sampel 393. Skala pengukuran menggunakan 1-5, kuesionair didistribusikan dengan cara memakai google form yang dilakukan antara Maret sampai dengan Mei 2024. Jawaban resonden diolah dengan menggunakan persamaan structural dan diselesaikan dengan bantuan software SmartPLS versi 3.2.9 Hasil penelitian menunjukkan, bahwa komunikasi antargenerasi mampu memediasi pengaruh story, toys design, e-WOM terhadap pengetahuan merek. Sedangkan toys design tidak mampu mepengaruhi pengetahuan merek. Studi ini menunjukkan bahwa komunikasi antargenerasi memiliki peran yang kuat dalam meningkatkan pengaruh variabel indpenden terhadap variabel dependen. Ke depan, perlunya menguji kembali pengaruh langsung toys design terhadap pengetahuan merek.

Gundam, originating from an animated series, has been popular for over 40 years, making its model kits highly sought after by fans of all ages worldwide, including in Indonesia. Advances in digital technology enable enthusiasts to exchange brand-related knowledge through e-WOM (electronic word of mouth) in digital communities. This study explores how intergenerational communication within communities of diverse age groups is influenced by brand knowledge from the anime and e-WOM. The research focuses on the Gundam Nusantara Indonesia community, active on Facebook, using purposive sampling with 393 respondents. Data were collected via a 1–5 scale questionnaire distributed through Google Forms from March to May 2024 and analysed using structural equation modelling (SEM) with SmartPLS version 3.2.9. Findings reveal that intergenerational communication mediates the effects of storytelling, toy design, and e-WOM on brand knowledge. However, toy design does not directly influence brand knowledge. The study underscores the significant role of intergenerational communication in strengthening the relationship between independent variables and brand knowledge. Future research should further examine the direct impact of toy design on brand knowledge.

Keywords


anime story; intergenerational communication; toys design

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References


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DOI: http://dx.doi.org/10.26623/jreb.v17i3.10965

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