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All Journal Journal of Economics, Business, & Accountancy Ventura Jurnal Transformasi Global Jurnal Hubungan Internasional Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Al Qodiri : Jurnal Pendidikan, Sosial dan Keagamaan Syntax Literate: Jurnal Ilmiah Indonesia SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PUSTAKA KOMUNIKASI JURNAL LENTERA BISNIS Dialektika: Jurnal Ekonomi dan Ilmu Sosial WIDYA MANAJEMEN Community Development Journal: Jurnal Pengabdian Masyarakat Nusantara Science and Technology Proceedings Global and Policy Journal of International Relations WIMAYA: Interdisciplinary Journal of International Affairs Jurnal Pengabdian Masyarakat Indonesia Tulisan Ilmiah Pariwisata (TULIP) Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy International Journal of Applied Sciences in Tourism and Events Journal Publicuho PIKAT Pena Wimaya Hasanuddin Journal of Strategic and International Studies Jurnal Pariwisata PaRAMA : Panorama, Recreation, Accomodation, Merchandise, Accessbility Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy International Journal of Economics, Business and Innovation Research
Rasyidah, Resa
Dosen Program Studi Hubungan Internasional UPN “Veteran” Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

 1 
STRATEGI PEMASARAN GLOBAL SAMSUNG MENGGUNAKAN CELEBRITY ENDORSEMENT “BTS” DI INDONESIA TAHUN 2020-2024 Saniyyah Putri Ramadhan; Resa Rasyidah
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1435

Abstract

Samsung Electronics Co., Ltd. is a leading technology company from South Korea that has played a significant role in the global smartphone industry. Samsung's market success is closely related to its international marketing strategies as a multinational corporation seeking to penetrate the Indonesian market. The widespread influence of Korean culture in Indonesia has contributed to its positive reception among the public, leading to the phenomenon known as the 'Korean Wave.' This cultural phenomenon, with its far-reaching impact, has significantly shaped Samsung's marketing strategy. The impact of the Korean Wave has made Korean cultural elements widely adopted for product promotion in various industries, including the smartphone sector. Samsung is one of the companies that are leveraging this cultural phenomenon to enhance its promotional efforts. This study analyzes Samsung Electronics' global marketing strategy in Indonesia, focusing on celebrity endorsement, particularly its collaboration with K-Pop group Bangtan Sonyeondan (BTS) from 2020 to 2024. Using a descriptive qualitative research method, this study collects data and applies the theories of global marketing strategy, the marketing mix, and celebrity endorsement. The findings indicate that Samsung actively promoted its products alongside BTS from 2020 to 2024, utilizing social media campaigns and offering exclusive incentives for certain smartphone purchases.
ANALISIS STRATEGI PROMOSI GLOBAL FORMULA ONE OLEH LIBERTY MEDIA (2017-2025) Rafly, Rafael; Setyobudi, Bezaleel Yuvens; Rasyidah, Resa
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2246

Abstract

This study analyzes Liberty Media's international marketing strategy for Formula One (F1) using Kotler's 7T Framework (Product, Service, Incentives, Brand, Price, Communication, Distribution), which successfully recovered F1 post-COVID-19. Under Liberty Media's ownership since 2017, F1 fundamentally transformed from an elite racing spectacle focused on technical aspects into a global media and entertainment property, successfully turning an operational loss of USD 386 million in 2020 into record revenue growth during the 2021–2024 period. Adopting a descriptive qualitative method with a case study approach and literature review technique, this research focuses on the implementation of Liberty Media's strategy from 2017 to 2025. The findings demonstrate a transformative success rooted in redefining F1's value proposition, which now centers on human drama narration (Drive to Survive) and fan proximity (F1 Unlocked), alongside strong brand differentiation (LVMH partnership). The synchronization of this 7T framework is realized through Product innovations such as the Sprint Race format and the Direct-to-Consumer (DTC) service F1 TV Pro; enhanced B2B Service through the Paddock Club; the free Incentives program "F1 Unlocked"; the strengthening of the Brand as an aspirational lifestyle; a Price strategy utilizing geographical price discrimination and Dynamic Pricing; culminating in Communication via Drive to Survive (DTS) which broadened the audience demographic; and an aggressive hybrid Distribution strategy using both digital channels and traditional television. The synchronization of these elements ensures F1's financial resilience amidst global market uncertainty.
Co-Authors Ahmad Zamzamy Ahmad Zamzamy Akbar, Febrizky Alamiyah, Syifa Syarifah Anandita, Aulia Putri Anbiya', Amelia Putri Andarini, Sonja Benita Kristi Firmalasari Benita Kristi Firmalasari Budi Prabowo Cahya Lingga Wulandary Didiek Tranggono Djatmiko Djatmiko, Djatmiko Dwiridhotjahjono, Jojok Feny Yolanda Chrismas Sitinjak Fiarry Isty Mawaty Firmalasari, Benita Kristi Hidayah, Khikmatul Hidayat, Alexandra Thiara Ibnuyasa, Abiyu Indah Puspasari Indira Aryani, Maria Ira Wikartika Joisangadji, Muhammad Alvansyah Jojok Dwiridhotjahjono Jojok Dwiridhotjahjono Kresnawati, Megahnanda Alidyan Kusuma, Erzalina Widya Manurung, Bela Sartina Maria Indira Aryani Maurin Adelia Putri Muhammad, Danang Suryo Naomi Rosdamia Sitompul Nasya Febriana Nisa Safa’atin Nuryananda, Praja Firdaus Putri Diah Wahyuningtias Putri, Ayuni Salsabila Putri, Rhizna Aulia Rafly, Rafael Rifky Alif Puspita Rusdi Hidayat Nugroho Saniyyah Putri Ramadhan Sari, Valensia Adetya Satedy, Nabillah Irena Setyawan, Stephanie Sheren Setyobudi, Bezaleel Yuvens Tuswoyo, Sevi Alfrida Abdi Winanda, Riesa Zumrotul Fitriyah