SELA, SELA (2025) IMPLEMENTASI AKTIVITAS KOMUNIKASI PEMASARAN DIGITAL DENGAN KPOP STAR SEBAGAI BRAND AMBASSADOR PADA BRAND SOMETHINC DI INSTAGRAM (Periode Januari - Desember 2022). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to describe the implementation of Somethinc’s digital marketing communication activities through the use of K-Pop stars as brand ambassadors on the Instagram account @somethincofficial during the period of January to December 2022. This research employs a descriptive qualitative approach with content observation techniques. The data used are secondary data, including Instagram posts, media articles, and scholarly journals. A total of 71 posts were purposively selected for analysis due to their inclusion of K-Pop figures such as NCT Dream and Han So Hee. The findings show that Somethinc’s digital marketing communication activities are carried out consistently and in a structured manner, tailored to the characteristics of a young audience. The presence of K-Pop stars in Instagram content enhances visual appeal, strengthens communication messages, and builds emotional closeness between the brand and its audience. Visual elements, interactive copywriting styles, and content scheduling strategies are key factors that support audience engagement and reinforce brand identity on social media. These findings highlight that the use of KPop stars as brand ambassadors reflects a relevant communication strategy in fostering a sense of connection with Gen Z and Millennial audiences. Keywords: digital marketing communication, Instagram, brand ambassador, Korean Wave Penelitian ini bertujuan untuk mendeskripsikan implementasi aktivitas komunikasi pemasaran digital Somethinc melalui pemanfaatan K-Pop star sebagai brand ambassador di akun Instagram @somethincofficial selama periode Januari hingga Desember 2022. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik observasi konten. Data yang digunakan merupakan data sekunder yang meliputi unggahan Instagram, artikel media, dan jurnal ilmiah. Sebanyak 71 unggahan dipilih secara purposif karena menampilkan figur K-Pop seperti NCT Dream dan Han So Hee. Hasil penelitian menunjukkan bahwa aktivitas komunikasi pemasaran digital Somethinc dilakukan secara konsisten dan terstruktur, serta disesuaikan dengan karakteristik audiens muda. Kehadiran K-Pop star dalam konten unggahan Instagram meningkatkan daya tarik visual, memperkuat pesan komunikasi, dan membangun kedekatan emosional antara brand dan audiens. Elemen visual, gaya copywriting yang interaktif, serta strategi penjadwalan konten menjadi faktor penting yang mendukung keterlibatan audiens dan memperkuat citra merek di media sosial. Temuan ini menegaskan bahwa pemanfaatan K-Pop star sebagai brand ambassador mencerminkan strategi komunikasi yang relevan dalam membangun kedekatan dengan audiens Gen Z dan Milenial. Kata kunci: komunikasi pemasaran digital, Instagram, brand ambassador, Korean Wave
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