PENGARUH BRAND AMBASSADOR AKTOR KOREA TERHADAP NIAT BELI KONSUMEN PADA SKINCARE INDONESIA DI KUPANG

Authors

  • Mentari Putri Pramanenda Sinaga
  • Stella Y. Sahetapy
  • Johan Constantino Adi

DOI:

https://doi.org/10.29040/jie.v8i4.15448

Abstract

Abstract A brand ambassador must be the representation of image and identity of a brand. They tend to build costumers’ trust to the product in order to create buying transactions. Recently, there are some local skincare brands who hired korean male celebrities to be the face of their products. This phenomenon belongs to a discourse that is engaging to study, since they have brighter skin then Indonesian especially people who come from East of Indonesia. This study aims to investigate the meaning of visual presentation of the brand ambassador on five advertisements and define the customers’ purchase intention. To interprete the advertisements, the authors apply Kress and Van Leewen’s (2006) visual grammar. The authors also conduct a survey to women respondents that will be proceed quantitatively with SPSS 27. Kewywords: Purchase Intention, Brand Ambassador, Visual Grammar, Advertisment, Discourse. Abstrak Seorang duta merek (Brand Ambassador) harus menjadi representasi citra dan identitas merek. Mereka cenderung membangun kepercayaan pelanggan terhadap produk untuk menciptakan transaksi pembelian. Baru-baru ini, beberapa merek perawatan kulit lokal mempekerjakan selebriti pria Korea sebagai wajah produk mereka. Fenomena ini termasuk dalam suatu wacana yang menarik untuk dipelajari, karena mereka memiliki kulit yang lebih cerah daripada orang Indonesia, terutama orang yang berasal dari Timur Indonesia. Penelitian ini bertujuan untuk menyelidiki makna presentasi visual duta merek pada tiga iklan dan menentukan niat beli pelanggan. Untuk menginterpretasi iklan, penulis menerapkan tata bahasa visual Kress dan Van Leewen (2006). Penulis juga melakukan survei kepada responden wanita yang akan diproses secara kuantitatif menggunakan SPSS 27. Kata Kunci: Niat Beli, Duta Merek, Tata Bahasa Visual, Iklan, Wacana.

References

DAFTAR PUSTAKA

Ali, A. A., Abbass, A., & Farid, N. (2020). FACTORS INFLUENCING CUSTOMERS’ PURCHASE INTENTION IN SOCIAL COMMERCE. International Review of Management and Marketing, 10(5), 63–73. https://doi.org/10.32479/irmm.10097

Aruni, R Sekar & Februadi, Agustinus C. (n.d.). Evaluating the Application of Using Korean Idols as Local Brand Ambassador Skincare Toward Consumer Satisfaction. Journal of Marketing Innovation, 2, 161-`170. https://doi.org/10.35313/jmi.v3i2.69 |

Astari, Syarida Puspa. (n.d.). Pengaruh Penerapan Tren Budaya Korea (Korean Wave) dan Penggunaan Sosial Media Terhadap Keberhasilan Usaha (Studi Kasus Pada Restoran-Restoran Korea di Kota Bandung) [Universitas Komputer Indonesia.]. http://elibrary.unikom.ac.id

Beautyhaul. (2023, Oktober). Brand Skincare Terbaik dan List Pemenang BeautyHaul Awards 2023. https://www.beautyhaul.com/blog/brand-skincare-terbaik-dan-list-pemenang-beautyhaul-awards-2023?srsltid=AfmBOopAlGLoV5ULFqZQtDRYAvFS6Fxxwj_VpyCfxS2VwYPokeOxLCMw

Cindy Mutia Annur. (2024, January 11). Perawatan dan Kecantikan, Kategori FMCG Terlaris di E-commerce RI 2023. https://databoks.katadata.co.id/produk-konsumen/statistik/9cd91b0953919bd/perawatan-dan-kecantikan-kategori-fmcg-terlaris-di-e-commerce-ri-2023

CNN Indonesia. (2022, January 26). Indonesia Jadi Negara dengan K-Poper Terbesar di Twitter [Entertainment]. CNN Indonesia. https://www.cnnindonesia.com/hiburan/20220126202028-227-751687/indonesia-jadi-negara-dengan-k-poper-terbesar-di-twitter

Dawadi, Saraswati, Shrestha, Sagun, & Giri, Ram A. (2021). Mixed-Methods Research: A Discussion on its Types, Challenges, and Criticisms. Journal of Practical Studies in Education, 2(2), 25–36. https://doi.org/DOI: https://doi.org/10.46809/jpse.v2i2.20

Doyle, Louise, Brady, Anne Marie, & Gobnait, Byrne. (2009). An overview of mixed methods research. Journal of Research in Nursing, 14(2), 175–185. https://doi.org/10.1177/1744987108093962

Drupadi, Anindhita Areeya. (2023). The Influence of Korean Celebrity as Brand Ambassador for Indonesian Skincare on Consumer Purchasing Intention. Asian Journal of Research in Business and Management, 5(3), 119–128. https://doi.org/10.55057/ajrbm.2023.5.3.10

Dwitri Waluyo. (2024, February 20). Kinclong Industri Kosmetik Tanah Air. https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1

Fairclough, N. (1995). Critical discourse analysis.

Fajar Junaedi. (2022). Periklanan di Era Digital, Perlunya Etika Deontologi. In Dinamika Periklanan di Era Digital (pp. 1–11). 25 grafika.

Firmansyah, Muhammad Anang. (2019). Buku Pemasaran Produk dan Merek. CV. Penerbit Qiara Media.

glowtopia. (2023, March 7). Darrr! Whitelab Brightening Serum Jadi Terlaris no. 1 di Shopee. Glowtopia. https://glowtopia.id/blog/whitelabbrighteningserumjaditerlarisno1dishopee/

Hardani, Ustiawaty, Jumari, & Juliana, Sukmana Dhika. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. https://www.researchgate.net/publication/340021548

Kim, Sangkyum & Nam, Chanwoo. (2015). Hallyu Revisited: Challanges and Opportunities for the South Korean Tourism. Asia Pacific Journal of Tourism Research, 524–540. https://doi.org/10.1080/10941665.2015.1068189

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th [edition]). Pearson Higher Education.

Kress, Gunther & Leewen, Theo van. (2006). Reading Images: The Grammar of Visual Design (second). Routledge.

Lea-Greenwood, Gaynor. (2013). Fashion Marketing Communications. https://books.google.co.id/books?id=Ao8vvankpQcC&printsec=copyright&hl=id#v=onepage&q&f=false

Lim Jeong-Won. (2023, March 22). Hallyu fans surpass 178 million in 2022: Report [Entertainment]. Korea JoongAng Daily. https://koreajoongangdaily.joins.com/2023/03/22/entertainment/kpop/Korea-Hallyu-Kpop/20230322143703130.html

Magdalena Krisnawati. (2023, September 19). Pangsa Pasar Besar, Industri Kosmetik Indonesia makin Glowing. Bisnis. https://www.rri.co.id/bisnis/365453/pangsa-pasar-besar-industri-kosmetik-indonesia-makin-glowing

Marlien, R A, Cindynoviani Putri, Basiya, & Bambang Suteja. (2021). Analysis of Factors Affecting Consumer’s Purchase Intention Impact on Customer Behavior Outcomes. Advances in Economics, Business and Management Research, 169, 430–434.

Muhammad Jaiz. (2014). Dasar Dasar Periklanan. Graha Ilmu.

Nan, X., & Faber, R. J. (2004). Advertising Theory: Reconceptualizing the Building Blocks. Marketing Theory, 4(1–2), 7–30. https://doi.org/10.1177/1470593104044085

Nisa, C., & Pramesti, D. A. (2020). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? Proceedings of the 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019). 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019), Magelang, Indonesia. https://doi.org/10.2991/assehr.k.200529.075

Nofiawaty, N., Fitrianto, E. M., & Iisnawati, I. (2020). Brand Ambassador and the Effect to Consumer Decision on Online Marketplace in Indonesia. SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 21–30. https://doi.org/10.29259/sijdeb.v4i1.21-30

Reza Pahlevi. (2022, September 28). Ini Industri dengan Belanja Iklan Terbesar pada Semester I 2022. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/3d296b56fc0a944/ini-industri-dengan-belanja-iklan-terbesar-pada-semester-i-2022

Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147. https://doi.org/10.30872/psikoborneo.v8i1.4870

Schiffrin, D., Tannen, D., & Hamilton, H. E. (2001). The Handbook of Discourse Analysis.

Sekaran, Uma. (2011). Metodelogi Penelitian Untuk Bisnis.

Sinaga, Mentari P P. (n.d.). Nivedana: Jurnal Komunikasi & Bahasa A MULTIMODAL DISCOURSE ANALYSIS ON SELENA GOMEZ’S REVIVAL ALBUM COVER AND MAIN HIT: A NOT-SO-REVIVAL. NIVEDA Jurnal Komunikasi Dan Bahasa, 3(1). https://doi.org/DOI : https://doi.org/10.53565/nivedana.v3i1.347

Thi Thoan, L., Thuy, V. T. N., & Long, T. T. (2024). Does market competition make a difference in business strategy for listed companies? Cogent Business & Management, 11(1), 2312591. https://doi.org/10.1080/23311975.2024.2312591

Wahidah, Ananda, Nurbayani, Siti, Purba, Anwar Soleh, Aryanti, Tutin, & Malik, Imam. (2023). Korean Beauty Product Branding Trough Men: A Prestige Fulfillment For Fans. Ilomata International Journal of Management, 4(2), 183–194. https://doi.org/10.52728/ijjm.v4i2.701

Published

2024-12-02

How to Cite

Pramanenda Sinaga, M. P., Y. Sahetapy, S., & Adi, J. C. (2024). PENGARUH BRAND AMBASSADOR AKTOR KOREA TERHADAP NIAT BELI KONSUMEN PADA SKINCARE INDONESIA DI KUPANG. JURNAL ILMIAH EDUNOMIKA, 8(4). https://doi.org/10.29040/jie.v8i4.15448

Issue

Vol. 8 No. 4 (2024): EDUNOMIKA

Section

Articles

Citation Check

Most read articles by the same author(s)