NASUTION, INTAN REGITA AZHAR (2023) ANALISIS PERAN BRAND AMBASSADOR BTS SEBAGAI CITRA PERUSAHAAN E-COMMERCE TOKOPEDIA MELALUI MEDIA SOSIAL INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the Korean wave phenomenon which is very influential, especially for young people or teenagers in Indonesia. The phenomenon of the Korean wave through its dramas, films and music has created a new trend in marketing strategies used by many companies, one of which is Tokopedia. With the spread of the Korean wave phenomenon, Tokopedia has implemented a marketing strategy in collaboration with BTS as their brand ambassador to improve their good image in the public eye. The purpose of this research is to gain an understanding of the role of BTS brand ambassadors in enhancing the image of the Tokopedia E-Commerce company towards the public, especially BTS fans through Instagram social media. This study uses a qualitative content analysis method. Data was collected by analyzing Tokopedia's Instagram social media. To be able to carry out content analysis, qualitative data is needed in the form of images, text, audio, video, and other media used as communication media. For this reason, the authors then extracted data from the primary source, namely Instagram social media from Tokopedia (@tokopedia). The results of the study show that the use of BTS as Tokopedia's brand ambassadors has a very positive and significant impact on Tokopedia's image through Instagram social media accounts. It is hoped that the company will add more seasonal campaigns which show a more intense collaboration between BTS and Tokopedia. Keywords: Brand ambassadors, Instagram, e-commerce, companies, social media Penelitian ini dilatarbelakangi oleh fenomena gelombang Korea yang sangat berpengaruhi terutama bagi anak muda atau remaja di Indonesia. Fenomena gelombang Korea melalui drama, film, dan musiknya menjadikan trend baru di strategi pemasaran yang di gunakan oleh banyak perusahaan salah satunya Tokopedia. Dengan menyebar luasnya fenomena gelombang Korea, membuat Tokopedia melakukan strategi pemasaran yang bekerjasama dengan BTS sebagai brand ambassador mereka untuk meningkatkan citra yang baik dimata publik. Tujuan penelitian ini adalah untuk mendapatkan pemahaman mengenai peran brand ambassador BTS dalam meningkatkan citra perusahaan E-Commerce Tokopedia terhadap masyarakat khususnya penggemar BTS melalui media sosial instagram. Penelitian ini menggunakan metode analisis isi kualitatif. Data dikumpulkan dengan menganalisis media sosial instagram Tokopedia. Untuk dapat melakukan analisis konten, diperlukan data kualitatif berupa gambar, teks, audio, video, dan media lain yang digunakan sebagai media komunikasi. Untuk itu penulis kemudian melakukan ekstraksi data dari sumber primer yakni media sosial instagram dari Tokopedia (@tokopedia). Hasil penelitian menunjukkan penggunaan BTS sebagai brand ambassador dari Tokopedia memberikan dampak yang sangat positif serta signifikan terhadap citra Tokopedia melalui akun media sosial instagram. Diharapkan perusahaan memperbanyak seasonal campaign yang menunjukkan adanya kolaborasi yang lebih intens antara BTS dengan pihak Tokopedia. Kata Kunci : Brand ambassador, instagram, e-commerce, perusahaan, media sosial
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 23 143 |
| NIM/NIDN Creators: | 44219110207 |
| Uncontrolled Keywords: | Brand ambassador, instagram, e-commerce, perusahaan, media sosial |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Oct 2023 03:48 |
| Last Modified: | 21 Oct 2023 03:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83013 |
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