KOMUNIKASI PEMASARAN SCARLETT WHITENING DENGAN SONG JOONGKI SEBAGAI BRAND AMBASSADOR DI INSTAGRAM @SCARLETT_WHITENING

Nadia Dian Zahrani, . (2024) KOMUNIKASI PEMASARAN SCARLETT WHITENING DENGAN SONG JOONGKI SEBAGAI BRAND AMBASSADOR DI INSTAGRAM @SCARLETT_WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of korean culture has been spread to the beauty industry in indonesia by using South Korean artists as brand ambassadors. One of them is the local brand Scarlett Whitening, choosing actor Song Joong Ki to represent the product it sells, including in marketing, one of which is on Instagram social media. So content related to Song Joong Ki and Scarlett Whitening products became the object of research. The aim of this research is determine the marketing communications carried out direct activities such as fan meetings, advertisements, giveaways, and live broadcasts to convey messages to target consumers. This search related to the 7P promotional mix, which is a research concept part of marketing strategy analysis. This research uses a qualitative method with a descriptive approach and data collection using observations validated by interviews. The results of this research are able to see the success of marketing communications through the number of uploads on Instagram by considering products, prices, people, processes, and the role played by brand ambassador Song Joong Ki

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1910411281] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Siti Maryam] [Penguji 2: Ratu Nadya]
Uncontrolled Keywords: Brand Ambassador, Instagram, marketing communications, Scarlett Whitening
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Nadia Dian Zahrani
Date Deposited: 22 Mar 2024 08:07
Last Modified: 25 Mar 2024 04:27
URI: http://repository.upnvj.ac.id/id/eprint/29495

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