TANGGAPAN KONSUMEN SKINCARE SOMETHINC PASCA IKLAN NCT DREAM SEBAGAI BRAND AMBASSADOR DI MEDIA SOSIAL

FASHYA, AGNES (2024) TANGGAPAN KONSUMEN SKINCARE SOMETHINC PASCA IKLAN NCT DREAM SEBAGAI BRAND AMBASSADOR DI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The use of a brand ambassador as a symbol for a product also generates various opinions among consumers. Some believe that using skincare products is not merely following trends or choosing products because they are promoted by a brand ambassador. They argue that consumers need to consider factors such as product content, suitability for skin types, and price before deciding to purchase a product. A strategy that involves working with brand ambassadors is not a new innovation. Instead, this strategy has long been a choice for many companies and proven effective in enhancing the appeal and sales of products. The increase in brand awareness among the public can also occur significantly, especially when products are promoted by Korean celebrities or idols, who tend to bring a positive image to the broader community. In the latest skincare product from Somethinc, Neo Culture Technology, commonly known as NCT, is selected as the brand ambassador for Somethinc. The aim of this research is to understand consumer responses to Somethinc skincare post the NCT Dream advertisement as a Brand Ambassador on social media. This research employs a qualitative descriptive method based on predefined criteria. Information gathering techniques include face-to-face interviews, WhatsApp, and Zoom Meet. The results of this study are obtained through in-depth interview techniques with informants, where public perceptions of Somethinc and collaboration with NCT Dream vary widely. Overall, Somethinc brand is viewed positively by some respondents, with a recognized positive influence from the collaboration with NCT Dream in increasing consumer interest. Keywords : Consumer Response, Skincare Advertisement, Somethinc, NCT Dream, Brand Ambassador Penggunaan brand ambassador sebagai simbol suatu produk juga menimbulkan berbagai pendapat di kalangan konsumen. Sebagian berpendapat bahwa menggunakan produk perawatan kulit tidak hanya sekadar mengikuti tren atau memilih produk karena dipromosikan oleh brand ambassador. Mereka meyakini bahwa konsumen perlu mempertimbangkan faktor-faktor seperti kandungan produk, kesesuaian dengan jenis kulit, dan harga sebelum memutuskan untuk membeli suatu produk. Strategi yang melibatkan kerjasama dengan brand ambassador bukanlah suatu inovasi baru. Sebaliknya, strategi ini telah lama menjadi pilihan bagi banyak perusahaan dan terbukti efektif dalam meningkatkan daya tarik dan penjualan produk. Peningkatan kesadaran merek di kalangan masyarakat juga dapat terjadi secara signifikan, terutama ketika produk dipromosikan oleh selebriti atau idola Korea, yang cenderung membawa citra positif di mata masyarakat luas. Pada produk skincare terbaru Somethinc, Neo Culture Technology atau biasa dikenal dengan sebutan NCT terpilih menjadi brand ambassador produk Somethinc. Tujuan dari penelitian ini yaitu untuk mengetahui tanggapan konsumen skincare Somethinc pasca iklan NCT Dream sebagai Brand Ambassador di media sosial. Metode penelitian ini menggunakkan metode deskriptif kualitatif berdasarkan kriteria yang telah ditetapkan. Teknik pengumpulan informasi dilakukan dengan wawancara melalui tatap muka, WhatsApp dan Zoom Meet. Hasil penelitian ini diperoleh dengan cara teknik wawancara secara mendalam dengan informan dimana pandangan masyarakat terhadap Somethinc dan kolaborasi dengan NCT Dream sangat beragam. Secara umum, brand Somethinc dinilai baik oleh sebagian responden, dengan pengaruh positif dari kolaborasi dengan NCT Dream yang diakui meningkatkan minat konsumen. Kata Kunci : Tanggapan Konsumen, Iklan Skincare, Somethinc, NCT Dream, Brand Ambassador

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