Perception of Kentucky Fried Chicken Consumer to the KFC Advertising on Instagram @naughtybynaturekfc

Abstract

ABSTRACT

The growth of the internet accelerated the growth of advertising as well. Manufacturers are competing to advertise on various social media platforms, one of which is Instagram. KFC Naughty by Nature is one of them. In recent years, many of KFC's competing products have evolved with the times. The Instagram account @naughtybynaturekfc promotes new products that try to differentiate themselves from competitors. KFC product advertisements on Instagram @naughtybynaturekfc can lead to different perceptions. This research examines how @naughtybynaturekfc Instagram followers perceive KFC product advertisements. This research uses qualitative data and from interviews with several people who are considered to understand this research to provide accurate data. Furthermore, data reduction, data presentation, and conclusion drawing, and analysis are carried out. In this study, perception includes influencing attention factors and emotion, expectation and motivation factors. Instagram @naughtybynaturekfc airs ads that entertain viewers emotionally. Informants were of the opinion that KFC's interactive advertisements targeted an indirect consumer approach. Ad impressions implicitly motivate respondents to buy the advertised product. KFC product advertisements on the @naughtybynaturekfc Instagram account meet information standards for informants. there are also KFC advertisements with several messages that interest informants and some informants such as visual advertisements for KFC products. The thing that affects the intensity of followers to see advertisements so that it creates a different impression between one informant and another is the work factor where informants with work factors as students have a positive impression because they admit that they often see advertisements delivered by @naughtybynaturekfc accounts and inversely proportional to informants with private employee jobs who claim to rarely see KFC advertisements so that they have a different impression from students.