Perbandingan Bahasa Persuasif pada Iklan Luckin Coffee dan Starbucks dalam Membentuk Minat Beli Konsumen di Tiongkok

Abstract

This study aims to analyze and compare the use of persuasive language in Luckin Coffee 瑞幸咖啡 and Starbucks 星巴克 advertisements in the Chinese market, as well as their impact on consumers' purchase intention. In recent years, competition in the Chinese Coffee industry has intensified, making effective marketing strategies crucial to brand success. This study uses a qualitative approach to evaluate the elements of persuasive language applied in the two brands' advertisements, specifically in articles published on the WeChat (微信) platform. The results of this study are expected to provide a deeper understanding of how Luckin Coffee and Starbucks build their brand image through advertising language, as well as the different communication approaches that influence consumer behavior. The findings of this study can also serve as a reference for digital marketing strategies in China's growing Coffee industry.