Efektivitas dari brand ambassador Shu Uemura dalam peningkatan minat beli konsumen Shu Uemura di Universitas Pelita Harapan = The effectiveness of brand ambassadors in increasing buying intrerest towards towards young women as Shu Uemura’s consumers at Pelita Harapan University

Sumartio, Gisella (2017) Efektivitas dari brand ambassador Shu Uemura dalam peningkatan minat beli konsumen Shu Uemura di Universitas Pelita Harapan = The effectiveness of brand ambassadors in increasing buying intrerest towards towards young women as Shu Uemura’s consumers at Pelita Harapan University. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam era digital seperti sekarang ini, terjadi pergeseran media atau yang biasanya disebut dengan new media. Salah satu transisi dari new media adalah adanya pergeseran dari penggunaan media cetak menjadi media digital. Hal tersebut pula yang dilakukan oleh Shu Uemura untuk meraih audiens yang luas dan menyebarkan berita secara massif. Shu Uemura menggunakan iklan yang berfokus pada digital untuk menciptakan brand awareness. Untuk menarik konsumen, Shu Uemura menggunakan brand ambassador yakni bintang Korea Selatan yang dianggap mampu merepresentasikan produk kecantikan Shu Uemura. Penelitian ini menggunakan analisa deskriptif dari penelitian kuantitatif. Peneliti mencari tahu bagaimana akhirnya pengaruh brand ambassador terhadap minat beli masyarakat khususnya kaum muda wanita. Kaum muda wanita disini dispesifikan menjadi mahasiswi Universitas Katolik Parahyangan usia 18-25 tahun. Hasil penelitian ini menunjukkan bahwa dari indikator brand ambassador yang mempengaruhi minat beli konsumen adalah expertise atau keahlian dari brand ambassador berkaitan dengan bagaimana mereka memiliki pengetahuan atau kemampuan terkait topik yang diwakilinya. Sedangkan dari segi pemasaran, product tetap menjadi hal paling penting yang mempengaruhi minat beli kaum muda wanita tetapi juga 72% menyatakan setuju bahwa promotion atau promosi dalam bentuk iklan juga mempengaruhi minat beli kaum wanita./ In this era digital nowadays, media shift occurred or we usually say this as a new media transition. One of the new media transition is a shift of printed media utilization to become digital media. This is also what Shu Uemura utilize to reach wider awareness and to spread massive news. Shu Uemura also utilize digital advertising to create brand awaremess. To gain consumers, Shu Uemura uses brand ambassadors which are South Korean stars that could represent Shu Uemura beauty product. The research utilize descriptive analysis from quantitative research. Researcher find out how is the impact of brand ambassador towards citizes buying interest especially young women. By means, specifically young women in age 18-25 years old. The research shows that from the brand ambassador indicators, the one who affects consumers buying interest is the expertise from the brand ambassador regarding how the brand ambassador should have the knowledge or ability relate to the topics they were represented. Meanwhile, from marketing mix perspectives, product is the most important issue in affecting young woman buying interest, but 72% respondent also agreed that promotion in terms of advertisement is also affecting young women buying interest.

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