Putri Thresya June, . (2021) PENGARUH BTS SEBAGAI BRAND AMBASSADOR TERHADAP BRAND IMAGE PRODUK TEATREE CARE SOLUTION ESSENTIAL MASK MEDIHEAL (Survei Pada Penggemar BTS Followers Aktif Akun Twitter @KantinBighit ). Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasing number of social media users in Indonesia, several companies also use celebrity idols as brand ambassadors because they are very influential in marketing their products, because potential consumers will know the brand ambassadors through the social media they use. One brand that uses social media and brand ambassadors as a marketing strategy is the Korean skin care brand, Mediheal, to influence consumer interest, in mid-2019 Mediheal collaborated with one of the most popular boy groups in South Korea, namely BTS to become product brand ambassadors. Teatree Care Solution Essential Mask. The research method that will be used by researchers in this study is a quantitative approach using explanatory research. Then the researcher will use a survey method in order to find out about how much influence BTS has on the brand image of Mediheal's Teatree Care Solution Essential Mask products. In this study, researchers use A-T-R theory (Awareness, Trial, and Reinforcement) is a theory that explains that a group of people often use or buy advertising products that they have seen. The population in this study are BTS fans who are active followers of the Twitter account @bighitkantin with the results obtained from R square are 0.289 so it can be concluded that the dimensions of attractiveness, trustworthiness, and expertise have an effect of 28.9%, but when viewed from the t-count only the expertise dimension has an influence on brand image. While the dimensions of attractiveness and trustworthiness have no effect on brand image, so that Ho is rejected and Ha is accepted. On beauty and medical products, consumers have more trust in the information given by an expert, like a doctor. Besides, sex is affected the relation between two variables, which the member of BTS are men and the target consumers are the opposite. Then it can be concluded that BTS as a brand ambassador has an influence on the brand image of Mediheal's Teatree Care Solution Essential Mask products
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No Panggil : 1710411041] [Pembimbing : Siti Maryam] [Penguji 1 : Rini RIyantini] [Penguji 2 : Puri Bestari] |
| Uncontrolled Keywords: | Brand ambassadors, Brand image, Social media, Marketing Strategy, A-T-R Theoy |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Putri Thresya June |
| Date Deposited: | 17 Jan 2022 04:24 |
| Last Modified: | 17 Jan 2022 04:24 |
| URI: | http://repository.upnvj.ac.id/id/eprint/13694 |
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