Brand Ambassador, Korean Wave dan Brand Image dalam Pembentukan Brand Awareness Pada Produk Skincare Somethinc di Kota Semarang
Keywords:
band ambasador, korean wave, brand image, brand awarness
Abstract
Building brand awareness is a marketing strategy that can lead consumers to develop preferences for brands and products. By utilizing Hallyu culture or the Korean Wave to improve the brand image of Somethinc products, it can have a positive influence on brand awareness as much as possible. This research aims to determine the influence of the Ambassador brand, Korean wave and brand image in forming brand awareness of Somethinc skincare products. The research sample used was 97 respondents with the criteria of having used Somehinc products in Semarang City. The sampling method uses a non-probability sampling approach with purposive sampling technique. Multiple regression analysis was used to analyze the data in this study. The research results show that brand ambassadors and brand image have a positive and significant effect on brand awareness. Meanwhile, the Korean Wave has no effect on brand awareness.
References
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Adriani, D.R & Nugrahani, R.U. (2022) Pengaruh Brand Ambassador Group Girl Twice Terhadap Brand Awareness Produk Face Care Scarlett. e-Proceeding of Management 9(2):1026-1030
Andries, A. L. (2014). The Influence of Korean Celebrity Endorsement and Youth Buying Behavior on Youth Apparel Purchase Decision in Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 2(4):602-611. https://doi.org/10.35794/ emba.2.4.2014.6374
Arcana, K.T.P (2018). Pengaruh Brand Image dan Brand Personality Terhadap Pembentukan Brand Awareness The Westin Resort Nusa Dua Bali. Jurnal Ilmiah Hospitality Management 5(1):77-90. https://doi.org/10.22334/jihm.v5i1.45
Bayunitri, B. I., & Putri, S. (2016). The Effectiveness of Visualization the Logo towards Brand Awareness (Customer Surveys on Product “Peter Says Denim”). Procedia - Social and Behavioral Sciences, 219, 134–139. https://doi.org/10.1016/j.sbspro.2016.04.054
Budiman, V., Loisa, R., & Pandrianto, N. (2018). Peran Brand Ambassador Pada Iklan Dalam Membangun Brand Awareness (Studi Kasus Iklan Youtube LG G7 Thinq BTS). Prologia Vol. 2, No. 2, , 551.
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Firmansyah, M.A. (2019). Pemasaran Produk dan Merek (Planning & Stretegy). Qiara Media. Surabaya, Indonesia.
Firdaus, J., Sudarmiatin, Hermawan, A. (2022). The Effect of Celebrity Endorsements on Purchase Intention through Brand Image and Brand Awareness (Study on Scarlett Whitening Skincare consumers). International Journal of Economics, Management, Business and Social Science (IJEMBIS) 2(2): 299-305
Imani, A. N., & Martini, N. (2021). A Brand Ambassador for Purchasing Decision Mediheal Sheet Mask User’s in Karawang. APTISI Transactions on Management, 5(2), 121–127. https://doi.org/10.33050/atm.v5i2.1490
Kadek, I., Ida, U. N. B., Lusia, H. H. T. (2022). Analisis Daya tarik brand ambassador song joong ki dan digital marketing dalam meningkatkan purchase intention dengan brand awareness sebagai variable intervening (studi kasus pada konsumen produk scarlett whitening di kota yogyakarta) Ekonomi. Bisnis Dan Akuntansi, 12(2), 88–109. https://doi.org/10.24929/feb.v12i2.1652
Kotler & Armstrong. (2012). Philip Kotler Gary Armstrong, Prinsif-prinsif Pemasaran edisi 12 jilid 1 (pp. 1–27).
Lestari, H. (2019). Pengaruh Brand Ambassador dan korean wave terhadap citra merek serta dampaknya pada keputusan pembelian. Administrasi Bisnis 66(1):
Oktaviani, P & Lestari, R (2017). Pengaruh Celebrity Endorser, Tagline Dan Citra Merek Terhadap Kesadaran Merek Konsumen Facial Foam Pond’s Di SMK AL-Makmur Ciganjur Jakarta Selatan. Jurnal Ilmu Manajemen. Vol 13 No. 2.pp 99-110
Martaputri, F. H., Cecep Safa’atul Barkah, Iwan Sukoco, & Lina Auliana. (2022). Peran Brand Ambassador Dalam Pembentukan Brand Awareness (Studi Kasus Girl Group Twice Sebagai Brand Ambassador Merek Perawatan Wajah Scarlett Whitening). KALBISOCIO Jurnal Bisnis Dan Komunikasi, 9(2), 47–54. https://doi.org/10.53008/kalbisocio. v9i2.287
Mayasari, I., Widjanarko, Azhar, A., Risza, H., Kurniaty, D., Apriyana, N., Wiadi, I., Chadijah, C. (2020) Branding Konsep dan Studi Merek Lokal. Universitas Paramadina.
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795
Mulyono, H. (2016). Brand awareness and brand image of decision making on university. Jurnal Manajemen Dan Kewirausahaan 18(2): 163-173
Nathania, L., Tjahjo, J. D. W., & Goenawan, F. (2020). Pengaruh Penggunaan Lucas ’WayV’sebagai Celebrity Endorser terhadap Brand Awareness Neo Coffee pada Generasi Milenial Pengguna YouTube. Jurnal E-Komunikasi. http://publication.petra.ac.id/index.php/ilmu-komunikasi/article/view/11076
Rahmadani, A., & Anggarini, Y. (2021). Pengaruh Korean Wave dan Brand Ambassador pada Pengambilan Keputusan Konsumen. Telaah Bisnis, 22(1), 59. https://doi.org/10.35917/ tb.v22i1.225
Saputri, D., Mulyatini, N., & Basari, A. (2020). Pengaruh Tagline Dan Brand Ambassador Terhadap BrandAwareness. Business Management and Entrepreneurship Journal, 2(4): 82.
Sugiyono. (2016). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D).
Valenciana, C. & Pudjibudojo, J.K (2022). Korean Wave; Fenomena Budaya Pop Korea pada Remaja Milenial di Indonesia. Jurnal Diversita 8(2):205-214 https://doi.org/10.31289/ diversita.v8i2.6989
Wang, F. & Hariandja, E.S (2016). The Influence of Brand Ambassador On Brand Image and Consumer Purchasing Decision: A Case of Tous Les Jours in Indonesia. Conference: International Conference on Entrepreneurship (IConEnt) 2016. Universitas Pelita Harapan, Tangerang Indonesia, Volume 1
Wardhana, A. (2022). Brand Marketing : The Art Of Branding. CV. Media Sains Indonesia. Halaman 105-116
Wijaya, C.E., Purnawan, N.L., Pradipta, A.D., (2021). Pengaruh Brand Ambassador terhadap Brand Awareness Tokopedia (Studi Pada Iklan Tokopedia feat BTS Pada Masyarakat Kota Denpasar). E-Jurnal Medium, 2(2), 193-199
