PERAN BRAND PURPOSE DALAM MEMBANGUN KONSUMEN SOSIAL: STUDI PADA GENERASI Z DI INDONESIA
Keywords:
brand purpose, konsumen sosial, generasi z, pendidikan, pemasaran sosialAbstract
Penelitian ini bertujuan untuk menganalisis peran brand purpose dalam membentuk konsumen sosial dari kalangan Generasi Z di sektor pendidikan tinggi swasta, dengan konteks studi di wilayah Badung, Indonesia. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus dan strategi triangulasi sumber data dari tiga kelompok: mahasiswa, pihak perguruan tinggi, dan regulator pendidikan. Hasil penelitian menunjukkan bahwa brand purpose yang diwujudkan secara otentik mampu membangun kesadaran nilai sosial, identifikasi emosional mahasiswa terhadap institusi, serta mendorong keterlibatan dan advokasi brand secara sukarela. Dukungan institusi dan regulator terhadap misi sosial pendidikan menjadi penguat dalam membentuk loyalitas dan karakter sosial mahasiswa. Temuan ini memperkuat pentingnya brand purpose dalam mendukung pendidikan berkualitas sebagai investasi strategis menuju Indonesia Emas 2045. implikasi penting bagi pengelola brand dalam merancang strategi komunikasi dan pemasaran yang lebih autentik dan berdampak sosial.
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