Reconceptualizing Nostlagia Marketing with Approachment Digital Media on Consumers Brand Extension Evaluation
Dwi Susanti, Prihatin Dwihantoro, Pristi Sukmasetya, Rayinda Faizah

Universitas Muhammadiyah Magelang

Abstract

Nostalgia in marketing is a marketing strategy that brands use themes or products from the past in their current marketing strategy to create a unique emotional feeling in customers. Nostalgia is a psychological phenomenon which many brands use by aligning their products and or services with their consumers positive memories of the past. This paper offers evidence that nostalgia marketing actually works through the context of Pasar Papringan. This paper also analyses how community, the product itself, and purchasing system through nostalgia marketing. It investigates how nostalgia directly impacts consumers purchase behaviour, their repurchase decisions, their loyalty, their trust towards the brands, and their product recommendations. Not only analyses the factors, it is also explores the businesses usage of digital communication or media channels. It focuses on their utilization of social media for marketing and promotion of products.

Keywords: nostalgia marketing, community, digital media, promotion.

Topic: Other Social Sciences and Humanities